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A rhetorical analysis of Village

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Abstract:

The award-winning TV spot Village is a creative example of NGO advertising using condensed visual storytelling. The spot is analysed using rhetorical concepts and communication theory, and potential effects are discussed in relation to contexts, strategy and communication ethics.

Keywords: ADVERTISING; LYRICISM; MODALITY; RETROSPECTIVE; REVALUATION; RHETORICAL ANALYSIS

Document Type: Research Article

DOI: https://doi.org/10.1386/sfs.1.1.127_1

Publication date: 2010-06-01

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  • Short Film Studies is a peer-reviewed journal designed to stimulate ongoing research on individual short films as a basis for a better understanding of the art form as a whole. In each issue, two or three short films will be selected for comprehensive study, with articles illuminating each film from a variety of perspectives.
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