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The argumentative effectiveness of pictorial and multimodal metaphor in political campaign videos.

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Academic year: 2021

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Shot number Illustrative frame Script

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9. September kan du si ifra. Stem Rødt.

F e m a l e v o i c e o v e r : Once,

Norway was a country with few inequalities. It is not like that anymore. The last...

...years, our country has gotten more than 15...

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Side 2 7 8 ...new billionaires 9 10 11 12

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13 14 15 16 D i e g e t i c : B j ø r n a r Moxnes: T h e 9th of September, you can speak up.

Female voiceover: Vote Rødt.

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Side 4 1 2 3 4 Voiceover: Towards 2001, t h e r e w a s a l a r g e increase in health... ...care queues. In 2001, the...

...right wing government allowed...

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5 6 7 8 . . . t h e s t a t e t o b u y healthcare from...

….private clinics. Male voiceover: During their period...

( m a l e v o i c e o v e r identified as diegetic speech): in office, the h e a l t h c a r e q u e u e s decreased with over 85 000 people.

Female voiceover: In 200..

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Side 6 10 11 12 13 14

the left wing government entered office.

T h e y m a d e i t m o r e difficult for the state to make use of..

...private clinics. Until now, the healthcare...

. . . q u e u e s h a v e in cre ased, (voiceover

identified as diegetic speech), with more than

35 000 people, and they are still increasing.

Diegetic speech: Now, y o u r w a l l e t d e c i d e s whether you have to stand in a healthcare queue or not.

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Voiceover: The left wing creates a...

...privatisation of the healthcare system, that creates a class divide between...

...those who can pay themselves out of a g r o w i n g h e a l t h c a r e queue, and those who cannot. We in Høyre think...

.. Voiceover identified as diegetic speech: this is unnecessary, unfair, and unsocial.

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