The Dole “Godless Americans” advert: representations of the unfaithful, disloyal villains
Using a rhetorical analytic methodology, this study examines the representations constructed in the “Godless Americans” advert from the North Carolina 2008 US Senate race between incumbent Republican Elizabeth Dole and Democratic challenger Kay Hagan. Bringing to consciousness
ideologies that influence messages is important because they are often taken at face value without understanding of their underlying meaning. Religious faith, morality and trustworthiness are values conveyed in this advert through the devices of framing, coded language and propaganda techniques.
Non-linguistic elements are effectively coordinated to perpetuate the code of disloyal villains, activating cognitive networks of fear and anger toward atheists. By marginalizing atheists, an ideology that runs counter to the US Constitution is exposed coming from a lawmaker entrusted to uphold
it.
Keywords: affective intelligence; political advertising; religion; rhetorical analysis; semiotics
Document Type: Research Article
Affiliations: Department of Mass Media and Communication,Temple University, Philadelphia,Pennsylvania, USA
Publication date: 01 June 2012
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