Go Figure! New Directions in Advertising Rhetoric
Published on 18. December 2014
336 pages
978-1-317-46960-5 (ISBN)
Description
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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Product notice
Reflowable
Illustrations
tables, figures, bibliographic references, index
File size
11,70 MB
ISBN-13
978-1-317-46960-5 (9781317469605)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Edward F. McQuarrie | Barbara J. Phillips
Go Figure! New Directions in Advertising Rhetoric
Book
12/2007
1st Edition
Routledge
€274.60
Shipment within 15-20 days
Persons
Edward F. McQuarrie, Barbara J. Phillips
Content
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
