Go Figure! New Directions in Advertising Rhetoric

Business & Finance, Economics, Economic Development
Cover of the book Go Figure! New Directions in Advertising Rhetoric by Edward F. McQuarrie, Barbara J. Phillips, Taylor and Francis
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Author: Edward F. McQuarrie, Barbara J. Phillips ISBN: 9781317469605
Publisher: Taylor and Francis Publication: December 18, 2014
Imprint: Routledge Language: English
Author: Edward F. McQuarrie, Barbara J. Phillips
ISBN: 9781317469605
Publisher: Taylor and Francis
Publication: December 18, 2014
Imprint: Routledge
Language: English

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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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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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 The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric.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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