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Go Figure! New Directions in Advertising Rhetoric

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Go Figure! New Directions in Advertising Rhetoric (Hardcover)

by Edward F. McQuarrie (Editor), Barbara J. Phillips (Editor)

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Product details

Hardcover: 330 pages
Publisher: M.E. Sharpe (15 Dec 2007)
Language English
ISBN-10: 076561801X
ISBN-13: 978-0765618016
Product Dimensions: 22.6 x 15.5 x 2.3 cm
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Amazon.co.uk Sales Rank: 1,139,497 in Books (See Bestsellers in Books)

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Product Description
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.

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