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200 00$aGo figure! $enew directions in advertising rhetoric /$fEdward F. McQuarrie and Barbara J. Phillips, editors
210  1$aLondon ;$aNew York :$cRoutledge,$d2015.
215   $a1 online resource (336 p.)
300   $aFirst published 2008 by M.E. Sharpe.
311   $a0-7656-1801-X 
320   $aIncludes bibliographical references and index.
327   $aAdvertising 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.
330   $aThis 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.
606   $aRhetoric
606   $aVisual communication
606   $aAdvertising$xLanguage
615  0$aRhetoric.
615  0$aVisual communication.
615  0$aAdvertising$xLanguage.
676   $a808/.066659
701   $aMcQuarrie$b Edward F$0477057
701   $aPhillips$b Barbara J.$f1966-$01554256
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910777997203321
996   $aGo figure$93815397
997   $aUNINA