03133oam 2200697I 450 991045415710332120200520144314.01-315-70402-11-317-46961-51-282-11948-697866121194840-7656-2133-910.4324/9781315704029 (CKB)1000000000754535(EBL)435225(OCoLC)427511125(SSID)ssj0000279955(PQKBManifestationID)12096805(PQKBTitleCode)TC0000279955(PQKBWorkID)10268405(PQKB)10402712(MiAaPQ)EBC1900114(MiAaPQ)EBC435225(Au-PeEL)EBL1900114(CaPaEBR)ebr10292192(CaONFJC)MIL211948(OCoLC)898771483(OCoLC)958107583(Au-PeEL)EBL435225(EXLCZ)99100000000075453520180706e20152008 uy 0engur|n|---|||||txtccrGo figure! new directions in advertising rhetoric /Edward F. McQuarrie and Barbara J. Phillips, editorsLondon ;New York :Routledge,2015.1 online resource (336 p.)First published 2008 by M.E. Sharpe.0-7656-1801-X 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.This cutting-edge work assembles the most current and authoritative new perspectives on the scholarship of advertising rhetoric, under the editorial direction of two respected figures in the field.RhetoricVisual communicationAdvertisingLanguageElectronic books.Rhetoric.Visual communication.AdvertisingLanguage.808/.066659McQuarrie Edward F477057Phillips Barbara J.1966-965615MiAaPQMiAaPQMiAaPQBOOK9910454157103321Go figure2190693UNINA