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Go figure! New directions in advertising rhetoric / Edward F. McQuarrie and Barbara J. Phillips, editors

Published
Armonk, N.Y. : M.E. Sharpe, [2008]
Copyright Date
©2008
Physical Description
330 pages : illustrations ; 24 cm
Additional Creators
McQuarrie, Edward F. and Phillips, Barbara J., 1966-

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Contents
Advertising rhetoric / Edward F. McQuarrie and Barbara J. Phillips -- Rediscovering theory / Eric D. DeRosia -- Rhetrickery and rhetruth in soap operas / Barbara B. Stern -- What the symbol can't, the icon can / Val Larsen -- A model of the cognitive and emotional processing of rhetorical works in advertising / Bruce A. Huhmann -- The dark side of openness for consumer response / Paul Ketelaar, Marnix S. van Gisbergen, and Johannes W.J. Beentjes -- Inspecting the unexpected / Mark A. Callister and Lesa A. Stern -- The case for a complexity continuum / Tina M. Lowrey -- Pictorial and multimodal metaphor in commercials / Charles Forceville -- Reading pictures / Kai-Yu Wang and Laura A. Peracchio -- Classifying visual rhetoric / Alfons Maes and Joost Schilperoord -- A visit to the rhetorician's workbench / Edward F. McQuarrie -- Visual analysis of images in brand culture / Jonathan E. Schroeder -- Expanding rhetoric / Linda M. Scott.
Subject(s)
ISBN
9780765618016 (cloth : alk. paper)
076561801X (cloth : alk. paper)
9780765621337 (electronic)
0765621339 (electronic)
Bibliography Note
Includes bibliographical references and index.
View MARC record | catkey: 4167751