Go Figure!: New Directions in Advertising Rhetoric
Contents: 1. Advertising Rhetoric: An Introduction/Edward F. McQuarrie and Barbara J. Phillips. 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. II: The Black Box: Understanding the cognitive processing of Rhetoric. 5. A Model of the cognitive and emotuional processing of rhetorical works in advertising/Bruce a. Huhmann. 6. The Dark side of openness for consumer response/Paul Ketelaar, Marnix S. 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. III: The Gift Box: Examining the structure of style. 8. The 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. 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/JonathanE. Schroeder. 14. Expanding Rhetoric/Linda M. Scott. Index.
Today it is commonplace to hear such sentiments as the leading practitioners of rhetoric today may be found on Madison Avenue. It is the pragmatic focus of advertising speech that makes rhetorical ideas so relevant. Advertising, considered a kind of communication, is distinguished by its focus on causing action. The goal in advertising is not so much to communicated ideas, or to educated, or even to persuade in the sense of changing a viewpoint, the goal is to move a prospect closer to a purchase.
The co-editors of Go Figure! New Directions in Advertising Rhetoric have been involved in the development of the scholarly tradition within advertising rhetoric for many years. In this edited volume, they assemble the most current and authoritative new perspectives on this important topic. Each chapter author presents ideas that have not yet appeared in print, and that represent advances beyond what is already known about advertising rhetoric. This book should be part of any scholarly, professional or library collection. (Jacket)
