Go Figure! New Directions in Advertising Rhetoric
Seiten
2007
Routledge (Verlag)
978-0-7656-1801-6 (ISBN)
Routledge (Verlag)
978-0-7656-1801-6 (ISBN)
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.
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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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.
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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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
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
Erscheint lt. Verlag | 15.12.2007 |
---|---|
Verlagsort | London |
Sprache | englisch |
Maße | 152 x 229 mm |
Gewicht | 1350 g |
Themenwelt | Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Sprachwissenschaft |
Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 0-7656-1801-X / 076561801X |
ISBN-13 | 978-0-7656-1801-6 / 9780765618016 |
Zustand | Neuware |
Haben Sie eine Frage zum Produkt? |
Mehr entdecken
aus dem Bereich
aus dem Bereich
Physiologisches, Psychologisches und Philosophisches für die Stimme
Buch | Softcover (2023)
Lehmanns Media (Verlag)
29,95 €
Buch | Softcover (2022)
Springer Vieweg (Verlag)
39,99 €
und wie man sie vermeidet
Buch | Softcover (2022)
C.H.Beck (Verlag)
14,00 €