Go figure! New directions in advertising rhetoric  [electronic resource] / 
Edward F. McQuarrie and Barbara J. Phillips, editors. 
 - Armonk, N.Y. :  M.E. Sharpe,  c2008. 
 - 330 p. :  ill. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><br/>Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. 
<br/><br/><label>ISBN: </label>9780765621337 (electronic bk.) 0765621339 (electronic bk.) 
<br/><br/><label>LCCN: </label>
<br/><br/><label>Nat. Bib. No.: </label>GBA784719  bnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label> Uk 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Rhetoric.<br/>Visual communication.<br/>Advertising--Language.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>P301.5.A38  / G6 2008 
<br/><br/><label>Dewey Class. No.: </label>808/.066659