Go Figure! New Directions in Advertising Rhetoric.

Go Figure! New Directions in Advertising Rhetoric.

Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persu...

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Bibliographic Details
Main Author: McQuarrie, Edward F.
Other Authors: Phillips, Barbara J., 1966-
Format: eBook
Language:English
Published: Hoboken : Taylor and Francis, 2014.
Subjects:
Rhetoric.
Visual communication.
Advertising > Language.
rhetoric (discipline)
Advertising > Language
Rhetoric
Visual communication
Online Access:Click for online access
Table of Contents:
  • Cover; Half Title; Title Page; Copyright Page; Table of Contents; 1. Advertising Rhetoric: An Introduction; Part I. The Starting Box: Using the Past to Hypothesize the Future; 2. Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures; 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences; 4. What the Symbol Can't, the Icon Can: The Indispensable Icon/Symbol Distinction; Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric.
  • 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising6. The Dark Side of Openness for Consumer Response; 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations; Part III. The Gift Box: Examining the Structure of Style; 8. The Case for a Complexity Continuum; 9. Pictorial and Multimodal Metaphor in Commercials; 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images; 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics; Part IV. The Toolbox: Unpacking the Inquiry Process.
  • 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style13. Visual Analysis of Images in Brand Culture; 14. Expanding Rhetoric; About the Editors and Contributors; Index.

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