Go Figure! New Directions in Advertising Rhetoric
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A01=Barbara J. Phillips
A01=Edward F. McQuarrie
Ad Copy
Ad System
Advertising Phenomenon
Advertising Research
Advertising Rhetoric
anchoring
Ancient Hypothesis
Author_Barbara J. Phillips
Author_Edward F. McQuarrie
Category=CFG
Category=GTC
Category=KJSA
Closed Ads
cognitive processing
communication studies
Complexity Continuum
consumer psychology
eq_bestseller
eq_business-finance-law
eq_dictionaries-language-reference
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Extratextual Factors
Fog Index
gisbergen
Groupe Mu
Incongruity Research
meaning
Message Incongruity
metaphor
multimodal
Multimodal Metaphor
operation
persuasive communication
phenomenon
Rhetorical Ads
rhetorical strategies in advertising research
Rhetorical Work
semiotic theory
Snapshot Aesthetics
stylistic analysis
Stylistic Properties
Substitution Tropes
van
Van Gisbergen
verbal
Verbal Anchoring
Verbo Pictorial Metaphors
visual
Visual Persuasion
Visual Rhetoric
Young Man
Product details
- ISBN 9780765618016
- Weight: 612g
- Dimensions: 152 x 229mm
- Publication Date: 15 Dec 2007
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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.
Edward F. McQuarrie, Barbara J. Phillips
