HIGHLIGHTS
SUMMARY
While some interest is currently focusing on the perception of such marketing strategies during the pandemic (e_g, Marinelli, 2021; Martino et_al, 2021), the own interest lies in the products of these marketing strategies, the commercials themselves, and in the question of how the audio-visual and multimodal arrangement of the videos, i.e., their filmic montage, supports this kind of business practice and the resulting persuasive purposes. While a general interest on rhetorical patterns in both visual as well as audio-visual advertisements is to be observed for quite some time now (see, e_g . . .
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