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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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. ... When a pretest shows that consumers generally associate the brand aToyota Priusa with aa silent cara and associate the brand aSubaru Imprezaa anbsp;...
|Title||:||Go Figure! New Directions in Advertising Rhetoric|
|Author||:||Edward F. McQuarrie, Barbara J. Phillips|
|Publisher||:||Routledge - 2014-12-18|