ABSTRACT

Israel’s April 2019 elections witnessed the use of unprecedented tactics by some politicians seeking to promote their political agenda. This study focuses on one of the most remarkable examples of these radical campaign ploys, the controversial TV ad released by the New Right party in which Ayelet Shaked, Israel’s Minister of Justice at the time, appears to be modeling a perfume labeled “Fascism.” We investigate the campaign strategy in the framework of multimodality studies and social semiotics. In particular, we are interested in the incongruity between the promotion of a political agenda and perfume as a product, or an advertising genre suitable for the advancement of policies that will have an impact on the country’s future. Since the ad was purported to be a parody by its critics, and even by Minister Shaked herself, when she defended her peculiar choice, one of our main purposes is to explain why, even as parody, the message failed.

摘要

以色列 2019 年 4 月的选举见证了一些政客使用前所未有的策略来推动其政治议程。本研究重点关注这些激进竞选策略中最显着的例子之一，即新右翼政党发布的有争议的电视广告，其中时任以色列司法部长的 Ayelet Shaked 似乎正在为一种标有“法西斯主义”的香水做模特。我们在多模态研究和社会符号学的框架内调查竞选策略。我们尤其感兴趣的是，政治议程的宣传与香水作为一种产品或适合推进将对国家未来产生影响的政策的广告类型之间的不协调。由于该广告据称是其评论家的模仿，甚至是 Shaked 部长本人的模仿，