Go figure! : new directions in advertising rhetoric

著者

書誌事項

Go figure! : new directions in advertising rhetoric

Edward F. McQuarrie and Barbara J. Phillips, editors

M.E. Sharpe, c2008

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注記

Includes bibliographical references and index

HTTP:URL=http://www.loc.gov/catdir/toc/ecip0720/2007022322.html Information=Table of contents only

収録内容

  • Advertising rhetoric / Edward F. McQuarrie and Barbara J. Phillips
  • Rediscovering theory / Eric D. DeRosia
  • Rhetrickery and rhetruth in soap operas / Barbara B. Stern
  • What the symbol can't, the icon can / Val Larsen
  • A model of the cognitive and emotional processing of rhetorical works in advertising / Bruce A. Huhmann
  • The dark side of openness for consumer response / Paul Ketelaar, Marnix S. van Gisbergen, and Johannes W.J. Beentjes
  • Inspecting the unexpected / Mark A. Callister and Lesa A. Stern
  • The case for a complexity continuum / Tina M. Lowrey
  • Pictorial and multimodal metaphor in commercials / Charles Forceville
  • Reading pictures / Kai-Yu Wang and Laura A. Peracchio
  • Classifying visual rhetoric / Alfons Maes and Joost Schilperoord
  • A visit to the rhetorician's workbench / Edward F. McQuarrie
  • Visual analysis of images in brand culture / Jonathan E. Schroeder
  • Expanding rhetoric / Linda M. Scott

内容説明・目次

内容説明

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 Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.

目次

1. Advertising Rhetoric: An Introduction, Part I. The Starting Box: Using the Past to Hypothesize the Future, Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric, Part III. The Gift Box: Examining the Structure of Style, Part IV. The Toolbox: Unpacking the Inquiry Process, About the Editors and Contributors, Index

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