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Meaning-Making and Political Campaign Advertising - A Cognitive-Linguistic and Film-Analytical Perspective on Audiovisual Figurativity (Hardcover)
Loot Price: R3,238
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Meaning-Making and Political Campaign Advertising - A Cognitive-Linguistic and Film-Analytical Perspective on Audiovisual Figurativity (Hardcover)
Series: Cinepoetics - English edition
Expected to ship within 10 - 15 working days
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Although recent linguistic and media-studies' research has
increasingly dealt with forms of imagery beyond language, such as
in audiovisual formats, only little attention has been paid to the
specific media character of audiovisual images. This raises a
theoretical as well as methodological problem: How can processes of
figurative meaning making in audiovisual media be adequately
conceptualized and described? The book intends to bridge this
research gap with an analysis of campaign commercials, a hitherto
largely underexplored object of study in metaphor and metonymy
research. To achieve this goal, a transdisciplinary film-analytical
and cognitive-linguistic account of audiovisual figurativity is
developed and examined through a comparative analysis of figurative
meaning-making processes in German and Polish campaign commercials
from 2009 and 2011. By setting the inseparable intertwining of
language and cinematic staging, sensing and understanding center
stage, the book provides insight into the dynamic nature and
embodied affective grounds of audiovisual figurativity, and
challenges the long-known dichotomies of rational discourse and
affective manipulation, political message and media effect.
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