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Go Figure! New Directions in Advertising Rhetoric.

By: Contributor(s): Material type: TextTextPublisher: Oxford : Taylor & Francis Group, 2007Copyright date: ©2008Edition: 1st edDescription: 1 online resource (337 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781317469612
Subject(s): Genre/Form: Additional physical formats: Print version:: Go Figure! New Directions in Advertising RhetoricDDC classification:
  • 808/.066659
LOC classification:
  • P301.5.A38 G6 2014
Online resources:
Contents:
Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- 1. Advertising Rhetoric: An Introduction -- Part I. The Starting Box: Using the Past to Hypothesize the Future -- 2. Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures -- 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences -- 4. What the Symbol Can't, the Icon Can: The Indispensable Icon/Symbol Distinction -- Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric -- 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising -- 6. The Dark Side of Openness for Consumer Response -- 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations -- Part III. The Gift Box: Examining the Structure of Style -- 8. The Case for a Complexity Continuum -- 9. Pictorial and Multimodal Metaphor in Commercials -- 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images -- 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics -- Part IV. The Toolbox: Unpacking the Inquiry Process -- 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style -- 13. Visual Analysis of Images in Brand Culture -- 14. Expanding Rhetoric -- About the Editors and Contributors -- Index.
Summary: 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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Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- 1. Advertising Rhetoric: An Introduction -- Part I. The Starting Box: Using the Past to Hypothesize the Future -- 2. Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures -- 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences -- 4. What the Symbol Can't, the Icon Can: The Indispensable Icon/Symbol Distinction -- Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric -- 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising -- 6. The Dark Side of Openness for Consumer Response -- 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations -- Part III. The Gift Box: Examining the Structure of Style -- 8. The Case for a Complexity Continuum -- 9. Pictorial and Multimodal Metaphor in Commercials -- 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images -- 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics -- Part IV. The Toolbox: Unpacking the Inquiry Process -- 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style -- 13. Visual Analysis of Images in Brand Culture -- 14. Expanding Rhetoric -- About the Editors and Contributors -- Index.

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.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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