The Rhetoric of Greek Political Advertisements
The trend of present-day politics is towards its “aestheticization”. Advertising is the most visible “tool” of popular political communication and television is its key “prophet”. Hence, modern political communication employs the potentialities of TV in order to achieve its objectives in a highly effective manner. Nowadays, the TV political advertisement has an undisputable role both in the electoral outcome and as a mediator between the political parties and the voters. The aim of this paper is to contribute further on the discussion regarding the function, the content and the morphology of the TV political advertisement. Based on the tri-component model of Kaid and Davidson (1986) “Videostyle”, the authors have conducted a survey on TV political advertisements of the Greek General Elections of 2007 and 2009. By using content analysis based on a coding frame, adapted to the above mentioned typology, we attempted to examine TV political ads as for their morphology and content as well as to trace current trends and changes that have occured in the field of political communication.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): (2010)
Issue (Month): 1 ()
|Contact details of provider:|| Postal: |
|Order Information:|| Postal: Editura Ars Docendi, Sos. Panduri 94, sector 5, Bucuresti, Romania – for print copies|
Web: http://www.jurnalism-comunicare.eu/rrjc/ Email:
When requesting a correction, please mention this item's handle: RePEc:foj:journl:y:2010:i:1:p:27-38. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Raluca Radu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.