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

Contributor(s): McQuarrie, Edward F | Phillips, Barbara J, 1966- | ProQuest (Firm)Material type: TextTextPublication details: Armonk, N.Y. : M.E. Sharpe, c2008Description: 330 p. : illISBN: 9780765621337 (electronic bk.); 0765621339 (electronic bk.)Subject(s): Rhetoric | Visual communication | Advertising -- LanguageGenre/Form: Electronic books.DDC classification: 808/.066659 LOC classification: P301.5.A38 | G6 2008Online resources: Click to View
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.
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Includes bibliographical references and index.

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.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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