Go Figure! New Directions in Advertising RhetoricRoutledge, 18 déc. 2014 - 336 pages 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 "Go Figure! New Directions in Advertising Rhetoric" 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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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. |
Table des matières
| 3 | |
Using the Past to Hypothesize the Future | 21 |
Understanding the Cognitive Processing of Rhetoric | 83 |
Examining the Structure of Style | 157 |
Unpacking the Inquiry Process | 255 |
About the Editors and Contributors | 315 |
| 321 | |
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aesthetics ancient hypothesis attitudes audience beer brand camera angle chapter cognitive commercial communication complexity continuum conceptual Consumer Research consumer response context copy create cultural deviation differentiation effect of openness elements emotional example expectations experience Forceville 1996 future research Grolsch headline hedonic hedonic value heuristics Huhmann hypotheses icons imagery impact incongruity interpretation Journal of Advertising Journal of Consumer literature Lowrey magazine McQuarrie 2004 McQuarrie and Mick meaning openness metonymically moderate Mothersbaugh Multimodal Metaphor multiple need for cognition negative nonfigurative object open ads orienting response Peracchio and Meyers-Levy Phillips and McQuarrie picture polysemy Psychology Quintilian recipients relevant resource demand Rhetoric in Advertising Rhetorica ad Herennium rhetorical figures rhetoricians role schema Scott semiotics Senseo snapshot aesthetics soap Soap Opera social specific stimuli studies style stylistic properties suggests symbols taxonomy theory Tostitos tropes understanding viewers visual images Visual Metaphor visual persuasion visual rhetoric