Motley Images of Cities: Visual Topoi in Three Promotional Videos
DOI:
https://doi.org/10.52610/rhs.v19i69.99Keywords:
visual rhetoric, film rhetoric, topics, promotional videos, Scandinavian citiesAbstract
Scandinavian municipalities compete for reputation as attractive places to live and invest. One of the means they use is the “promotional video”. This paper deploys a method for analysis of the topoi of visual texts in an examination of three promotional videos—from Drammen and Larvik in Norway, and from Århus in Denmark. At first glance, they look like harmless advertisements for three cities in Scandinavia. But the films are strongly politicised through their visual topoi. They have an epideictic function through their ranking of community values, showing us society’s winners and therefore also its losers, and thus indicating a prioritisation of what and who the community will invest its hopes in.
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