Go Figure! New Directions in Advertising Rhetoric

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M.E. Sharpe, 2008 - Art - 330 pages
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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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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
 

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Contents

Part I The Starting Box Using the Past to Hypothesize the Future
21
Part II The Black Box Understanding the Cognitive Processing of Rhetoric
83
Part III The Gift Box Examining the Structure of Style
157
Part IV The Toolbox Unpacking the Inquiry Process
255
About the Editors and Contributors
315
Index
321
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