Experiencing multimodal rhetoric and argumentation in political advertisements: a study of how people respond to the rhetoric of multimodal communication

Arts & Humanities

• Multimodal Communication 100%
• Argumentation 74%
• Rhetoric 64%
• Cynicism 57%
• Informants 50%
• Personal Experience 29%
• Political Advertising 26%
• Visual Rhetoric 26%
• Election Campaigns 21%
• Political Rhetoric 19%
• Emotionality 19%
• Incongruity 18%
• Emotional Response 17%
• Distancing 17%
• Partisan 16%
• In-depth Interviews 13%
• Rationality 12%
• Emotion 11%

Social Sciences

• argumentation 61%
• rhetoric 50%
• campaign 44%
• communication 32%
• emotionality 24%
• election campaign 23%
• rationality 19%
• genre 17%
• experience 12%
• politics 11%
• interview 8%

Engineering & Materials Science

• Marketing 58%
• Communication 30%