Go figure! New directions in advertising rhetoric
By: edited by Edward F. McQuarrie and Barbara J. Phillips.
Contributors: McQuarrie, Edward F.; Phillips, Barbara J., 1966-
Publisher: M.E. Sharpe
Published: 2007
Place of publication: Armonk, N.Y
Language: eng
ISBN-13: 9780765618016; 9780765621337
Subjects: Rhetoric; Visual communication; Advertising -- Language
Notes: Includes bibliographical references and index.
Table of contents: title: Advertising rhetoric / Edward F. McQuarrie and Barbara J. Phillips; title: Rediscovering theory / Eric D. DeRosia; title: Rhetrickery and rhetruth in soap operas / Barbara B. Stern; title: What the symbol can't the icon can / Val Larsen; title: A model of the cognitive and emotional processing of rhetorical works in advertising / Bruce A. Huhmann; title: The dark side of openness for consumer response / Paul Ketelaar, Marnix van Gisbergen, and Johannes W.J. Beentjes; title: Inspecting the unexpected / Mark A. Callister and Lesa A. Stern; title: A case for a complexity continuum / Tina M. Lowrey; title: Pictorial and multimodal metaphor in commercials / Charles Forceville; title: Reading pictures / Kai-Yu Wang and Laura A. Peracchio; title: Classifying visual rhetoric / Alfons Maes and Joost Schilperoord; title: A visit to the rhetorician's workbench / Edward F. McQuarrie; title: Visual analysis of images in brand culture / Jonathan E. Schroeder; title: Expanding rhetoric / Linda M. Scott.