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Clean(ing) coal: The enthymematic qu...

Struth, Matthew S.

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Clean(ing) coal: The enthymematic qualities of images, editing and color in clean coal advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Clean(ing) coal: The enthymematic qualities of images, editing and color in clean coal advertising./
作者:	Struth, Matthew S.
面頁冊數:	80 p.
附註:	Source: Masters Abstracts International, Volume: 53-04.
Contained By:	Masters Abstracts International53-04(E).
標題:	Language, Rhetoric and Composition. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1561801
ISBN:	9781321075472

Clean(ing) coal: The enthymematic qualities of images, editing and color in clean coal advertising.
Struth, Matthew S.

Clean(ing) coal: The enthymematic qualities of images, editing and color in clean coal advertising. - 80 p.

Source: Masters Abstracts International, Volume: 53-04.

Thesis (M.A.)--Wake Forest University, 2014.

This item must not be sold to any third party vendors.

Energy advertisements in the United States have increased in both prominence and political importance in recent years. The increasing pressure of environmental concerns requires energy companies to assert green credentials in order to avoid strict regulation. In response, industry is attempting to co-opt green rhetoric by suggesting that energy production and environmental protection are not in opposition. Appeals to "clean coal" highlight such a rhetorical tactic. The attempt by the coal industry to rebrand coal as "clean" is a political tactic to downplay environmental concerns and avoid regulation or backlash. A significant feature to the "clean coal" advertising campaign is its enthymematic dimension; inviting audiences to fill in assumptions about "progress" and "environmental stewardship." This thesis uses clean coal advertising as a case study to explore the enthymematic properties of images, particularly in editing and color. Investigating the visual rhetoric in clean coal advertising helps explore the tactics the fossil fuel industry uses to make arguments with images and contributes to rhetorical analysis of editing, images, and color..

ISBN: 9781321075472Subjects--Topical Terms:

1019205
Language, Rhetoric and Composition.

Clean(ing) coal: The enthymematic qualities of images, editing and color in clean coal advertising.
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520 $a Energy advertisements in the United States have increased in both prominence and political importance in recent years. The increasing pressure of environmental concerns requires energy companies to assert green credentials in order to avoid strict regulation. In response, industry is attempting to co-opt green rhetoric by suggesting that energy production and environmental protection are not in opposition. Appeals to "clean coal" highlight such a rhetorical tactic. The attempt by the coal industry to rebrand coal as "clean" is a political tactic to downplay environmental concerns and avoid regulation or backlash. A significant feature to the "clean coal" advertising campaign is its enthymematic dimension; inviting audiences to fill in assumptions about "progress" and "environmental stewardship." This thesis uses clean coal advertising as a case study to explore the enthymematic properties of images, particularly in editing and color. Investigating the visual rhetoric in clean coal advertising helps explore the tactics the fossil fuel industry uses to make arguments with images and contributes to rhetorical analysis of editing, images, and color..
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