1st Edition
Go Figure! New Directions in Advertising Rhetoric
336 Pages
by
Routledge
336 Pages
by
Routledge
Also available as eBook on:
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 persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in... Read more
1. Advertising Rhetoric: An Introduction, Edward F. McQuarrie and Barbara J. Phillips; 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, Eric D. DeRosia; 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences, Barbara B. Stern; 4. What the Symbol Can't the Icon Can: The Indispensable Icon/Symbol Distinction, Val Larsen; Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric; 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising, Bruce A. Huhmann; 6. The Dark Side of Openness for Consumer Response, Paul Ketelaar, Marnix van Gisbergen, and Johannes W.J. Beentjes; 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations, Mark A. Callister and Lesa A. Stern; Part III. The Gift Box: Examining the Structure of Style; 8. A Case for a Complexity Continuum, Tina M. Lowrey; 9. Pictorial and Multimodal Metaphor in Commercials, Charles Forceville; 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images, Kai-Yu Wang and Laura A. Peracchio; 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics, Alfons Maes and Joost Schilperoord; Part IV. The Toolbox: Unpacking the Inquiry Process; 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style, Edward F. McQuarrie; 13. Visual Analysis of Images in Brand Culture, Jonathan E. Schroeder; 14. Expanding Rhetoric, Linda M. Scott; About the Editors and Contributors; Index.
Biography
Edward F. McQuarrie, Barbara J. Phillips
