Go figure! New directions in advertising rhetoric

Record details

ISBN: 0765621339 (electronic bk.)
ISBN: 9780765621337 (electronic bk.)
Physical Description: 1 online resource (330 p.) : ill.
remote
electronic resource
Publisher: Armonk, N.Y. : M.E. Sharpe, c2008.

General Note:	CatMonthString:january.17 Multi-User.
Bibliography, etc. Note:	Includes bibliographical references and index.
Formatted Contents Note:	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.
Restrictions on Access Note:	Access restricted by subscription.
Terms Governing Use and Reproduction Note:	Access requires VIU IP addresses and is restricted to VIU students, faculty and staff.
Action Note:	digitized 2010 HathiTrust Digital Library committed to preserve
Source of Description Note:	Description based on print version record.