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This article makes a contribution by articulating, for the first time, how hope and fear appeals were constructed as a rhetorical media device in a political advertising campaign context, specifica... Click to show full abstract
This article makes a contribution by articulating, for the first time, how hope and fear appeals were constructed as a rhetorical media device in a political advertising campaign context, specifica...
Keywords:
interplay hope;
dynamic interplay;
appeals referendum;
hope fear;
fear appeals
Journal Title: Journal of Political Marketing
Year Published: 2021
Link to full text (if available)
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Journal Title: Journal of Political Marketing
Year Published: 2021
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!