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Using the basic elements of Kenneth Burke’s dramatism as a guiding theoretical frame and his pentad as a methodological tool, this chapter examines John Fetterman’s opening campaign ad, “Launch.” Close textual analysis reveals that the ad targeted disaffected Trump voters and articulated to those forgotten men and women of Pennsylvania what they stood to gain by supporting candidate Fetterman.

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Launching the Campaign: Advertising for the Forgotten

  • 章节

  • 发表日期：

    2026年

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  • Brian J. Snee,
  • Grant C. Cos,
  • R. Pierre Rodgers

摘要

Using the basic elements of Kenneth Burke’s dramatism as a guiding theoretical frame and his pentad as a methodological tool, this chapter examines John Fetterman’s opening campaign ad, “Launch.” Close textual analysis reveals that the ad targeted disaffected Trump voters and articulated to those forgotten men and women of Pennsylvania what they stood to gain by supporting candidate Fetterman.