Rhetorical Transformations in Multimodal Advertising Texts: From General to Local Degree Zero
The use of rhetoric in advertising research has been steadily gaining momentum since the 1980’s. Coupled with an increased interest in multimodality and the multiple interactions among verbal, pictorial and auditory registers, as structural components of an ad filmic text, the hermeneutic tools furn...
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| Format: | Article |
| Language: | deu |
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Aarhus University
2013-11-01
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| Series: | Hermes |
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| Online Access: | https://tidsskrift.dk/her/article/view/97821 |