Edward F. Mcquarrie, Barbara J. Phillips

Go Figure! New Directions in Advertising Rhetoric (eBook, ePUB)

• Format: ePub

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 336
• Erscheinungstermin: 18. Dezember 2014
• Englisch
• ISBN-13: 9781317469605
• Artikelnr.: 42042097

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