Chapter 8. Employing film form and style in the argumentative analysis of political advertising
-
Magnus Hoem Iversen
Abstract
In this chapter I propose incorporating concepts from film studies in order to better analyze multimodal argumentation in audio-visual texts. I do so by examining the argumentation of a particular advertisement appealing to fear. The core argument in the chapter is that argumentation studies can benefit from appropriating or importing methods and concepts from film studies in order to supplement the interpretation and analysis of argumentation in moving images. In the chapter, I introduce a selection of methods and concepts from film analysis before exemplifying how they can be employed through describing the film style of a political ad produced by a Swedish right wing populist party.
Abstract
In this chapter I propose incorporating concepts from film studies in order to better analyze multimodal argumentation in audio-visual texts. I do so by examining the argumentation of a particular advertisement appealing to fear. The core argument in the chapter is that argumentation studies can benefit from appropriating or importing methods and concepts from film studies in order to supplement the interpretation and analysis of argumentation in moving images. In the chapter, I introduce a selection of methods and concepts from film analysis before exemplifying how they can be employed through describing the film style of a political ad produced by a Swedish right wing populist party.
Chapters in this book
- Prelim pages i
- Table of contents v
- Preface vii
- Introduction. Argumentation and rhetoric in visual and multimodal communication 1
- Chapter 1. Rhetoric, argumentation, and persuasion in a multimodal perspective 25
- Chapter 2. The rhetorical and argumentative potentials of press photography 51
- Chapter 3. Editorial cartoons and ART 81
- Chapter 4. Arguing with illustrations 111
- Chapter 5. Perspective by incongruity 137
- Chapter 6. The argumentative relevance of visual and multimodal antithesis in Frederick Wiseman’s documentaries 165
- Chapter 7. Seeing the untold 189
- Chapter 8. Employing film form and style in the argumentative analysis of political advertising 217
- Chapter 9. Embodied argumentation in public debates 239
- Chapter 10. The “seeds” of charisma 263
- Name index 291
- Subject index 295
Chapters in this book
- Prelim pages i
- Table of contents v
- Preface vii
- Introduction. Argumentation and rhetoric in visual and multimodal communication 1
- Chapter 1. Rhetoric, argumentation, and persuasion in a multimodal perspective 25
- Chapter 2. The rhetorical and argumentative potentials of press photography 51
- Chapter 3. Editorial cartoons and ART 81
- Chapter 4. Arguing with illustrations 111
- Chapter 5. Perspective by incongruity 137
- Chapter 6. The argumentative relevance of visual and multimodal antithesis in Frederick Wiseman’s documentaries 165
- Chapter 7. Seeing the untold 189
- Chapter 8. Employing film form and style in the argumentative analysis of political advertising 217
- Chapter 9. Embodied argumentation in public debates 239
- Chapter 10. The “seeds” of charisma 263
- Name index 291
- Subject index 295
