02429nam a2200397 a 4500 ebr10292192 CaPaEBR m u cr cn||||||||| 070530s2008 nyua sb 001 0 eng 2007022322 GBA784719 bnb 014101368 Uk 9780765618016 (cloth : alk. paper) 076561801X (cloth : alk. paper) 9780765621337 (electronic) 0765621339 (electronic) CaPaEBR CaPaEBR (OCoLC)427511125 P301.5.A38 G6 2008eb 808/.066659 22 Go figure! New directions in advertising rhetoric [electronic resource] / Edward F. McQuarrie and Barbara J. Phillips, editors. Armonk, N.Y. : M.E. Sharpe, c2008. 330 p. : ill. Includes bibliographical references and index. 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. Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries. Rhetoric. Visual communication. Advertising Language. Electronic books. local McQuarrie, Edward F. Phillips, Barbara J., 1966- ebrary, Inc. http://site.ebrary.com/lib/rucke/Doc?id=10292192 An electronic book accessible through the World Wide Web; click to view 74472 74472