2The State of Research on Campaign Commercials and Figurativity

Though linguistics has a long research tradition in the field of political communication (for an overview, see Burkhardt 1988, Girnth 2015, Wengeler and Ziem 2015), election advertising has not been a focal point. As compared to the social sciences that have dealt with it in more detail and for a longer period of time, linguistics has dwelled upon the topic for only the last two to three decades. Cognitive linguistics, critical discourse analysis, and the research branch of politolinguistics in their dominance in the field of political communication, have taken the fore in examining the construction, legitimation, and distribution of political and social reality both descriptively ...

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