| Contents |
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. |
| Bibliography note | Includes bibliographical references and index. |
| LCCN | 2007022322 |
| ISBN | 9780765618016 (cloth : alk. paper) |
| ISBN | 076561801X (cloth : alk. paper) |
| ISBN | 9780765621337 (electronic) |
| ISBN | 0765621339 (electronic) |
