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. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of qGo Figure! New Directions in Advertising Rhetoricq have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.Figure 6.7 provides a diagram containing the antecedents and consequences of openness. ... research (e.g., Martin, Lang, and Wong 2003; McQuarrie and Mick 1999; McQuarrie and Phillips 2005; Peracchio and Meyers-Levy 1994; Phillips 1997, 2000; Toncar and Munch 2001). ... The intended interpretation of the ad on the right is: aLike a beetle, this new Volkswagen has the power of a turbo engine.a 2.
|Title||:||Go Figure! New Directions in Advertising Rhetoric|
|Author||:||Edward F. McQuarrie, Barbara J. Phillips|
|Publisher||:||Routledge - 2014-12-18|