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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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.
Table of Contents
1. Advertising Rhetoric: An Introduction, Edward F. McQuarrie and Barbara J. Phillips; Part I. The Starting Box: Using the Past to Hypothesize the Future; 2. Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures, Eric D. DeRosia; 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences, Barbara B. Stern; 4. What the Symbol Can't the Icon Can: The Indispensable Icon/Symbol Distinction, Val Larsen; Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric; 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising, Bruce A. Huhmann; 6. The Dark Side of Openness for Consumer Response, Paul Ketelaar, Marnix van Gisbergen, and Johannes W.J. Beentjes; 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations, Mark A. Callister and Lesa A. Stern; Part III. The Gift Box: Examining the Structure of Style; 8. A Case for a Complexity Continuum, Tina M. Lowrey; 9. Pictorial and Multimodal Metaphor in Commercials, Charles Forceville; 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images, Kai-Yu Wang and Laura A. Peracchio; 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics, Alfons Maes and Joost Schilperoord; Part IV. The Toolbox: Unpacking the Inquiry Process; 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style, Edward F. McQuarrie; 13. Visual Analysis of Images in Brand Culture, Jonathan E. Schroeder; 14. Expanding Rhetoric, Linda M. Scott; About the Editors and Contributors; Index.