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Meaning-Making and Political Campaign Advertising

Book Description

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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Acknowledgements
  5. Contents
  6. 1 Introduction
    1. 1.1 Audiovisual Figurativity as Product and as Process
    2. 1.2 Audiovisual Figurativity as Construction of Meaning
    3. 1.3 Audiovisual Figurativity as Embodied Experience
    4. 1.4 Objective, Scope, and Structure of the Book
  7. 2 The State of Research on Campaign Commercials and Figurativity
    1. 2.1 Campaign Commercials as Simplistic and Emotionalizing Canvassing
    2. 2.2 Political Metaphor as Pervasive and Persuasive Tool
    3. 2.3 The Dynamic Perspective: Active Spectators and Varieties of Audiovisual Figurativity
  8. 3 Cognitive-Linguistic Perspectives on Figurativity
    1. 3.1 Materialized Conceptualization: Figurativity and Multimodality
    2. 3.2 Enactive Conceptualization: Figurativity and Situatedness
    3. 3.3 Highlighted Meaning: Activation of Figurativity
    4. 3.4 Experiential Grounds: Figurativity and Embodiment
    5. 3.5 Conclusion
  9. 4 Film-Theoretical Perspectives on Figurativity
    1. 4.1 Figuration and Illocution: Figurativity and the Film Code
    2. 4.2 Artistry and Cognitive Principle: Figurativity and Message Deciphering
    3. 4.3 Intellectual Shock and Affective Fusion: Figurativity and Viewers’ Participation
    4. 4.4 Double Vision and Cinematic Expressivity: Figurativity and Embodied Experience
    5. 4.5 Conclusion
  10. 5 Implications of a Dynamic Approach to Audiovisual Figurativity
    1. 5.1 Temporal Dynamics of Audiovisual Figurativity
    2. 5.2 Attentional Dynamics of Audiovisual Figurativity
    3. 5.3 Experiential Dynamics of Audiovisual Figurativity
    4. 5.4 Variant Forms of Audiovisual Figurativity
  11. 6 Angela Merkel, a Sovereign With Civil Roots
    1. 6.1 The Image of a Monarch: Angela Merkel as Political Message
    2. 6.2 ‘I Am You’: Angela Merkel as Representative of the German People
    3. 6.3 The Experience of Gravitas: Angela Merkel as Center of Power
    4. 6.4 “We Have the Power”: Angela Merkel and a Sense of Commonality
    5. 6.5 Conclusion: Metaphor and Metonymy as Interrelated Meaning-Making Processes
  12. 7 Donald Tusk, a Leading Builder Under Pressure
    1. 7.1 Highlighting an Ongoing Process: “Poland Under Construction”
    2. 7.2 An Unfolding Construction Scenario: Donald Tusk as Leading Builder of a Future Poland
    3. 7.3 Feeling the Workload: Donald Tusk as Being Overwhelmed with Duties
    4. 7.4 The Pressure of Premiership: Donald Tusk and a Message of Apology
    5. 7.5 Conclusion: The Interplay of Language and Audiovisual Staging as Rhetorical Design
  13. 8 Jarosław Kaczyński and Frank-Walter Steinmeier: A Door Opener and a Sober Problem Solution
    1. 8.1 Two Challengers, Different Foci: Self-Promotion as Opposition and as Governing Party
    2. 8.2 Jarosław Kaczyński: Opening Doors and Conquering Hindrances
    3. 8.3 Frank-Walter Steinmeier: Giving a Realistic Answer to Existential Questions
    4. 8.4 Similarities and Differences Among Challenger and Incumbent Images
    5. 8.5 Conclusion: The Intertwining of Language and Audiovisual Staging as Qualitative Criterion
  14. 9 Conclusion and Prospects
    1. 9.1 Variations of Audiovisual Figurative Meaning-Making
    2. 9.2 Campaign Commercials as Political Symbolizations
    3. 9.3 Reframing Persuasion Towards Meaning-Making and Understanding
  15. Bibliography
  16. Audiovisual Sources
  17. List of Figures
  18. Name Index
  19. Subject Index