The Past as a Means of Persuasion: Visual Political Rhetoric in Finnish Dairy Product Advertising
作者: Eemeli HakoköngäsInari SakkiIdhamsyah Eka Putra
刊名: Journal of Social and Political Psychology, 2019, Vol.7 (1), pp.507-524
来源数据库: Leibniz Institute for Psychology Information
DOI: 10.5964/jspp.v7i1.1107
关键词: Visual rhetoricPolitical communicationSocial representationsAdvertisingVisual analysis
原始语种摘要: This study investigates the role of advertising and visual rhetoric in political persuasion. Analysis of Finnish dairy product video advertisements from 2010–2016 focuses on those that exploit time as the main reference framework. A better understanding of how advertising is used as a tool of political persuasion is sought by exploring the following questions: How are advertisements used in political communication? How is time used as a means of persuasion in advertising? What role do visual rhetoric and social representations have in the process of persuasion? The analysis shows how advertisements objectify work as a tradition and anchor it as a Finnish value. The results show how advertisements employ enthymeme as a major rhetorical tool to assert that the tradition of Finnish...
全文获取路径: 莱布尼茨心理学信息研究所 

  • rhetoric 修辞学
  • persuasion 劝告
  • tradition 传统
  • employ 使用
  • ideological 意识形态
  • political 政治
  • advertising 广告
  • advocate 辩护人
  • exploring 勘探工作
  • sought 探寻