Edward F McQuarrie, Barbara J Phillips

Go Figure! New Directions in Advertising Rhetoric

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: M.E. Sharpe
• Seitenzahl: 336
• Erscheinungstermin: 15. Dezember 2007
• Englisch
• Abmessung: 235mm x 163mm x 24mm
• Gewicht: 612g
• ISBN-13: 9780765618016
• ISBN-10: 076561801X
• Artikelnr.: 22783246

Autorenporträt

Edward F. McQuarrie, Barbara J. Phillips

Inhaltsangabe

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