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Preface | p. xi |
Generating Meaning in the Pursuit of Power | p. 1 |
What is the Language of Political Advertising? | p. 3 |
References | p. 9 |
Some Limitations of Earlier """"Symbolic"""" Approaches to Political Communication | p. 11 |
References | p. 15 |
Looking for Units of Meaning in Political Ads | p. 17 |
References | p. 24 |
The Role of Communication Codes in Political Ads | p. 27 |
References | p. 40 |
The Analysis of Discourses Within the Political Ad | p. 45 |
References | p. 57 |
The Orchestration of Codes and Discourses: Analysis of Semantic Framing | p. 61 |
References | p. 87 |
Analyses of the Meaning of Political Ads | p. 91 |
Bad Signs and Cryptic Codes in a Postmodern World: a Semiotic Analysis of the Dukakis Advertising | p. 93 |
Acknowledgments | p. 112 |
References | p. 113 |
Appendix: Dukakis Advertisement Titles | p. 113 |
Burke's Sociological Criticism Applied to Political Advertising: an Anecdotal Taxonomy of Presidential Commercials | p. 115 |
References | p. 130 |
Issue Content and Legitimacy in 1988 Televised Political Advertising: Hubris and Synecdoche in Promoting Presidential Candidates | p. 133 |
References | p. 160 |
Toward an Integration of Textual and Response Analysis Applied to the 1988 Presidential Campaign | p. 163 |
References | p. 183 |
The Campaign Documentary as an Ad | p. 185 |
The Political Campaign Film: Epideictic Rhetoric in a Documentary Frame | p. 187 |
References | p. 200 |
Network Coverage of Video Politics: """"A New Beginning"""" in the Limits of Criticism | p. 203 |
References | p. 227 |
Regulating Signs and Images | p. 229 |
Symbolic Speech in Political Advertising: Encroaching Legal Barriers | p. 231 |
References | p. 253 |
Author Index | p. 257 |
Subject Index | p. 263 |
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