| Description |
330 p. : ill. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
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. |
| Reproduction |
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. |
| Subject |
Rhetoric.
|
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Visual communication.
|
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Advertising -- Language.
|
| Genre/Form |
Electronic books.
|
| Added Author |
McQuarrie, Edward F.
|
|
Phillips, Barbara J., 1966-
|
|
ProQuest (Firm)
|
| ISBN |
9780765618016 (cloth : alk. paper) |
|
076561801X (cloth : alk. paper) |
|
9780765621337 (electronic bk.) |
|
0765621339 (electronic bk.) |
|
