MTV's Rock the Vote campaign : an analysis of rhetorical form /
The 1991 MTV Rock the vote campaign is compared to the
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| Format: | Thesis Book |
| Language: | English |
| Published: |
[Place of publication not identified] :
[publisher not identified] ;
1994.
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| Subjects: |
| Summary: | The 1991 MTV Rock the vote campaign is compared to the Advertising Councills and State of Texas's voter education campaigns. This analysis focuses on the unique rhetorical strategies the Rock the Vote campaign utilizes in encouraging young adults to vote. The analysis indicates that the Rock the Vote campaign duplicates the rhetorical form of music videos. Specifically, Rock the Vote spots use rhythm, recency, and repetition to replicate the rhetorical form of MTV's programming. This rhetorical form blends with the programming, blurring the distinction between programming and commercials, and is more appealing than other campaigns to its young audience. Additionally, because the Rock the Vote campaign was produced by and aired on MTV it did not succumb to many of the pitfalls generally associated with public service campaigns--such as low viewer air-time or even no air-time. |
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| Item Description: | Vita. "Major subject: Speech Communication". |
| Physical Description: | vi, 96 leaves ; 28 cm. |
| Bibliography: | Includes bibliographical references. |