Go Figure! New Directions in Advertising Rhetoric

Informationen zum Autor Edward F. McQuarrie, Barbara J. Phillips Klappentext 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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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. Zusammenfassung 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. This volume assembles fresh perspectives on this topic. It also provides a view of the advertising rhetoric. Inhaltsverzeichnis 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

Product details

• Authors: Edward F. Mcquarrie, Edward F. Phillips Mcquarrie, McQuarrie Edward F., Barbara J. Phillips, Phillips Barbara J.
• Assisted by: Edward F. Mcquarrie (Editor), Barbara J. Phillips (Editor)
• Publisher: Sharpe
• Languages: English
• Product format: Hardback
• Released: 15.12.2007
• EAN: 9780765618016
• ISBN: 978-0-7656-1801-6
• No. of pages: 336
• Subjects: Humanities, art, music > Linguistics and literary studies > General and comparative linguistics; Social sciences, law, business > Business > General, dictionaries; Advertising, English, BUSINESS & ECONOMICS / Advertising & Promotion, LANGUAGE ARTS & DISCIPLINES / Communication Studies, LANGUAGE ARTS & DISCIPLINES / Linguistics / Semantics, Communication Studies, Semantics, discourse analysis, stylistics, Semantics, discourse analysis, etc