The idea is not to make the public think, or to persuade them. The idea is to make them act, to buy. These truths makes the copywriters of Madison Avenue amongst the most adept rhetoricians in the wor
How do images hold and convey meaning? How do we understand them? What are they trying to say? How do they persuade and influence us? The author writes a complete account analyzing the meaning and con
This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated cont
The aim of this book is to teach us how to better understand political ads (telespots) by attuning ourselves to their video rhetoric - their themes and stories, atmosphere and characterization, feelin
Fu traces metaphors, key concepts, and stereotypes of the “other” in advertising from colonial times to the present. He seeks to provide a new perspective with which to clarify old and new rhetoric an
Talking dogs pitching ethnic food. Heart-tugging appeals for contributions. Recruitment calls for enlistment in the military. Tub-thumpers excoriating American society with over-the-top rhetoric. At e
The unique collaborative relationship between text and image has allowed the once-humble poster to evolve distinctive strategies of persuasion that have transformed modern advertising. Closely rela
Written by a professional marketer and an academic, this text applies semiotic theory to examples from print, electronic, and digital advertising, focusing on the persuasive rhetoric directed at consu
This collection of 9 essays examines the contemporary use of rhetoric, marketing, advertising, and psychology of persuasion in advocating for environmentally friendly behaviors and attitudes. Reprinte
Climate change is not just a scientific fact, nor merely a social and political problem. It is also a set of stories and characters that amount to a social drama. This drama, as much as hard scientific or political realities, shapes perception of the problem. Drs Smith and Howe use the perspective of cultural sociology and Aristotle's timeless theories about narrative and rhetoric to explore this meaningful and visible surface of climate change in the public sphere. Whereas most research wants to explain barriers to awareness, here we switch the agenda to look at the moments when global warming actually gets attention. Chapters consider struggles over apocalyptic scenarios, explain the success of Al Gore and An Inconvenient Truth, unpack the deeper social meanings of the climate conference and 'Climategate', critique failed advertising campaigns and climate art, and question the much touted transformative potential of natural disasters such as Superstorm Sandy.
Climate change is not just a scientific fact, nor merely a social and political problem. It is also a set of stories and characters that amount to a social drama. This drama, as much as hard scientific or political realities, shapes perception of the problem. Drs Smith and Howe use the perspective of cultural sociology and Aristotle's timeless theories about narrative and rhetoric to explore this meaningful and visible surface of climate change in the public sphere. Whereas most research wants to explain barriers to awareness, here we switch the agenda to look at the moments when global warming actually gets attention. Chapters consider struggles over apocalyptic scenarios, explain the success of Al Gore and An Inconvenient Truth, unpack the deeper social meanings of the climate conference and 'Climategate', critique failed advertising campaigns and climate art, and question the much touted transformative potential of natural disasters such as Superstorm Sandy.
