Go Figure! New Directions in Advertising Rhetoric

Abstract

1. Advertising Rhetoric: An Introduction, Edward F. McQuarrie and Barbara J. Phillips Part I. The Starting Box: Using the Past to Hypothesize the Future 2. Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures, Eric D. DeRosia 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences, Barbara B. Stern 4. What the Symbol Can't the Icon Can: The Indispensable Icon/Symbol Distinction, Val Larsen Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising, Bruce A. Huhmann 6. The Dark Side of Openness for Consumer Response, Paul Ketelaar, Marnix van Gisbergen, and Johannes W.J. Beentjes 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations, Mark A. Callister and Lesa A. Stern Part III. The Gift Box: Examining the Structure of Style 8. A Case for a Complexity Continuum, Tina M. Lowrey 9. Pictorial and Multimodal Metaphor in Commercials, Charles Forceville 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images, Kai-Yu Wang and Laura A. Peracchio 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics, Alfons Maes and Joost Schilperoord Part IV. The Toolbox: Unpacking the Inquiry Process 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style, Edward F. McQuarrie 13. Visual Analysis of Images in Brand Culture, Jonathan E. Schroeder 14. Expanding Rhetoric, Linda M. Scott About the Editors and Contributors Index.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 186 citations exist upstream.