Communication Strategies of Including Precedent Proper Names in Political Advertising Videotexts*

DOI

10.2991/assehr.k.200723.019How to use a DOI?

Keywords

precedent proper name, videotext, political advertising, communication strategy, communication tactic

Abstract

The article envisages precedent proper names in the texts of Russian political advertising video clips (1990s – 2018) from the viewpoint of their role in communication strategies and tactics. The authors test a new comprehensive semiotic approach to analyzing text material, combined with some elements of discourse analysis. The study revealed that precedent names and nonverbal precedent signs connected to them in the studied videotexts are engaged in the implementation of three basic communication strategies: self-presentation, discredit and manipulation. The multimodal character of the precedent material produces an integrated cognitive and emotive effect on the target audience.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Anastasia Dmitrieva
AU  - Marina Golomidova
PY  - 2020
DA  - 2020/07/23
TI  - Communication Strategies of Including Precedent Proper Names in Political Advertising Videotexts*
BT  - Proceedings of the International Scientific Conference on Philosophy of Education, Law and Science in the Era of Globalization (PELSEG 2020)
PB  - Atlantis Press
SP  - 100
EP  - 106
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200723.019
DO  - 10.2991/assehr.k.200723.019
ID  - Dmitrieva2020
ER  -