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Go figure! New directions in advertising rhetoric

Additional authors: McQuarrie, Edward F. | Phillips, Barbara J., -- 1966- | ebrary, Inc.
Published by : M.E. Sharpe, (Armonk, N.Y. :) Physical details: 330 p. : ill.
Subject(s): Rhetoric. | Visual communication. | Advertising -- Language. | Electronic books.
Year: 2008
Online resources:
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Includes bibliographical references and index.

Advertising rhetoric / Edward F. McQuarrie and Barbara J. Phillips -- Rediscovering theory / Eric D. DeRosia -- Rhetrickery and rhetruth in soap operas / Barbara B. Stern -- What the symbol can't, the icon can / Val Larsen -- A model of the cognitive and emotional processing of rhetorical works in advertising / Bruce A. Huhmann -- The dark side of openness for consumer response / Paul Ketelaar, Marnix S. van Gisbergen, and Johannes W.J. Beentjes -- Inspecting the unexpected / Mark A. Callister and Lesa A. Stern -- The case for a complexity continuum / Tina M. Lowrey -- Pictorial and multimodal metaphor in commercials / Charles Forceville -- Reading pictures / Kai-Yu Wang and Laura A. Peracchio -- Classifying visual rhetoric / Alfons Maes and Joost Schilperoord -- A visit to the rhetorician's workbench / Edward F. McQuarrie -- Visual analysis of images in brand culture / Jonathan E. Schroeder -- Expanding rhetoric / Linda M. Scott.

Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

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