Go Figure! New Directions in Advertising Rhetoric.
- 1st ed.
- 1 online resource (337 pages)
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.