| Description |
1 online resource (330 pages) : illustrations |
| 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 |
| Summary |
This cutting-edge work assembles the most current and authoritative new perspectives on the scholarship of advertising rhetoric, under the editorial direction of two respected figures in the field |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL |
|
English |
|
Print version record |
|
digitized 2010 HathiTrust Digital Library committed to preserve pda MiAaHDL |
| Subject |
Rhetoric
|
|
Visual communication.
|
|
Advertising -- Language
|
|
rhetoric (discipline)
|
|
BUSINESS & ECONOMICS -- Business Writing.
|
|
Advertising -- Language
|
|
Rhetoric
|
|
Visual communication
|
|
Reclame.
|
|
Visualisatie.
|
| Form |
Electronic book
|
| Author |
McQuarrie, Edward F
|
|
Phillips, Barbara J., 1966-
|
| LC no. |
2007022322 |
| ISBN |
9780765621337 |
|
0765621339 |
|
1282119486 |
|
9781282119482 |
|
9781317469612 |
|
1317469615 |
|
1315704021 |
|
9781315704029 |
|
9786612119484 |
|
6612119489 |
|
9781317469605 |
|
1317469607 |
|
