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| best print ads for rhetorical analysis: Media Research Techniques Arthur Asa Berger, 1998-05-05 The first edition was praised for being delightful, engaging, readable, and well-organized. Now, once again, Arthur Asa Berger continues the tradition of providing students with a clearly written, user-friendly, hands-on guide to media research techniques with the long-awaited second edition of his best-selling classic Media Research Techniques. Leading the reader through a number of specially designed research projects (such as content analysis, surveys, focus groups, and in-depth interviews), he presents an array of interesting and practical assignments. In response to suggestions from faithful users of the first edition, Berger has added new chapters in the following areas: Experimentation Historical Research Comparative Research Participant Observation This handy guide can be used in conjunction with texts on research methodology, or it can stand alone and be used in courses dealing with such topics as media, popular arts, and American culture and society. Practical and concise, Media Research Techniques, Second Edition is an essential tool for everyone in communication, journalism, written communication, methodology/research/gaming, and cultural studies. |
| best print ads for rhetorical analysis: Persuasive Advertising J. Armstrong, 2010-05-26 Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this. |
| best print ads for rhetorical analysis: The Art Of Rhetoric Aristotle, 2014-09-02 In The Art of Rhetoric, Aristotle demonstrates the purpose of rhetoric—the ability to convince people using your skill as a speaker rather than the validity or logic of your arguments—and outlines its many forms and techniques. Defining important philosophical terms like ethos, pathos, and logos, Aristotle establishes the earliest foundations of modern understanding of rhetoric, while providing insight into its historic role in ancient Greek culture. Aristotle’s work, which dates from the fourth century B.C., was written while the author lived in Athens, remains one of the most influential pillars of philosophy and has been studied for centuries by orators, public figures, and politicians alike. HarperTorch brings great works of non-fiction and the dramatic arts to life in digital format, upholding the highest standards in ebook production and celebrating reading in all its forms. Look for more titles in the HarperTorch collection to build your digital library. |
| best print ads for rhetorical analysis: From Text to Epitext Shelbie Witte, Melissa Gross, Don Latham, 2021-03-02 This volume explains how analyzing textual elements that aren't part of the text but connected to it can be used with K–16 students to improve comprehension, engagement, critical thinking, and media literacy. Beginning with an introduction that briefly explains Genette's theory of paratext and discusses the functions of epitext theory, this book comprises theory-to-practice chapters that showcase ways in which teachers and librarians can use elements independent of a text to discuss texts and media with students. Chapters include a practitioner's section specifying practical approaches and explanations for how to use epitext. Scaffolding an application of theory to practice, this title provides educators with an original approach to increasing literacy engagement and integration as well as for increasing media literacy and critical thinking. It includes practical ideas for using epitext in the classroom to promote critical thinking and for collaboration between teachers and librarians. It also includes editorial sidebars that provide additional how-to ideas, support deep thinking, make connections to relevant content in other chapters, and provide examples for students in K–16 classrooms. |
| best print ads for rhetorical analysis: Encyclopedia of Language and Linguistics , 2005-11-24 The first edition of ELL (1993, Ron Asher, Editor) was hailed as the field's standard reference work for a generation. Now the all-new second edition matches ELL's comprehensiveness and high quality, expanded for a new generation, while being the first encyclopedia to really exploit the multimedia potential of linguistics. * The most authoritative, up-to-date, comprehensive, and international reference source in its field * An entirely new work, with new editors, new authors, new topics and newly commissioned articles with a handful of classic articles * The first Encyclopedia to exploit the multimedia potential of linguistics through the online edition * Ground-breaking and International in scope and approach * Alphabetically arranged with extensive cross-referencing * Available in print and online, priced separately. The online version will include updates as subjects develop ELL2 includes: * c. 7,500,000 words * c. 11,000 pages * c. 3,000 articles * c. 1,500 figures: 130 halftones and 150 colour * Supplementary audio, video and text files online * c. 3,500 glossary definitions * c. 39,000 references * Extensive list of commonly used abbreviations * List of languages of the world (including information on no. of speakers, language family, etc.) * Approximately 700 biographical entries (now includes contemporary linguists) * 200 language maps in print and online Also available online via ScienceDirect – featuring extensive browsing, searching, and internal cross-referencing between articles in the work, plus dynamic linking to journal articles and abstract databases, making navigation flexible and easy. For more information, pricing options and availability visit www.info.sciencedirect.com. The first Encyclopedia to exploit the multimedia potential of linguistics Ground-breaking in scope - wider than any predecessor An invaluable resource for researchers, academics, students and professionals in the fields of: linguistics, anthropology, education, psychology, language acquisition, language pathology, cognitive science, sociology, the law, the media, medicine & computer science. The most authoritative, up-to-date, comprehensive, and international reference source in its field |
| best print ads for rhetorical analysis: From Inquiry to Academic Writing Stuart Greene, April Lidinsky, 2011-07-06 Explains academic writing as a clear, step-by-step process that one can use in any college course. |
| best print ads for rhetorical analysis: Ad Critique Nancy R. Tag, 2012 This volume teaches advertising, marketing and management students how to effectively judge and critique creativity in advertising. |
| best print ads for rhetorical analysis: Visual Branding Edward F. McQuarrie, Barbara J. Phillips, 2016-12-30 Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time. |
| best print ads for rhetorical analysis: Go Figure! New Directions in Advertising Rhetoric Edward F. McQuarrie, Barbara J. Phillips, 2008 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 |
| best print ads for rhetorical analysis: Basics Advertising 01: Copywriting Robert Bowdery, 2008-07-16 Presents a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising process. |
| best print ads for rhetorical analysis: Persuasion in Society Herbert W. Simons, Jean Jones, 2011-04-20 Persuasion in Society introduces readers to the rich tapestry of persuasive technique and scholarship, interweaving rhetorical, critical theory, and social science traditions. This text examines current and classical theory through the lens of contemporary culture, encouraging readers to explore the nature of persuasion and to understand its impact in their lives. Employing a contemporary approach, authors Herbert W. Simons and Jean G. Jones draw from popular culture, mass media, and social media to help readers become informed creators and consumers of persuasive messages. This introductory persuasion text offers: A broad-based approach to the scope of persuasion, expanding students’ understanding of what persuasion is and how it is effected Insights on the diversity of persuasion in action, through such contexts as advertising, marketing, political campaigns, activism and social movements, and negotiation in social conflicts The inclusion of sender and receiver perspectives, enhancing understanding of persuasion in practice Extended treatment of the ethics of persuasion, featuring opposing views on handling controversial issues in the college classroom for enhanced instruction. Case studies showing how and why people fall for persuasive messages, demonstrating how persuasion works at a cognitive level Highlights of this second edition include: An extensively revised approach, written with the needs of today’s undergraduate students in mind Contemporary examples, selected for relevance, currency, and appeal Updated discussions of theory and research, including cognitive psychology and neuroscience Current illustrations from advertising, politics, social movements, propaganda, and other sources. To reinforce the topics covered in each chapter, discussion questions, exercises, and key terms are included. Additional resources are available on the Companion Website (www.routledge.com/textbooks/simons), along with materials for instructors, including supplements for lectures and sample exam questions. |
| best print ads for rhetorical analysis: Research on the Effects of Television Advertising on Children , 1977 |
| best print ads for rhetorical analysis: Psycholinguistic Phenomena in Marketing Communications Tina M. Lowrey, 2020-07-24 The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising. The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines. |
| best print ads for rhetorical analysis: Visual Persuasion Paul Messaris, 1997 For upper-level undergraduate students and graduate students in communication and media studies |
| best print ads for rhetorical analysis: From Critical Thinking to Argument Sylvan Barnet, Hugo Bedau, John O'Hara, 2019-10-02 From Critical Thinking to Argument is a brief but thorough guide to argument at a great value. This versatile text gives students strategies for critical thinking, reading, and writing and makes argument concepts clear through its treatment of classic and modern approaches to argument, including Aristotelian, Toulmin, and Rogerian argument, as well as visual rhetoric. For today’s increasingly visual learners who are challenged to separate what’s real from what’s not, new activities and visual flowcharts support information literacy, and an appendix of practical Sentence Guides helps students incorporate the moves of academic writers into their own arguments. With just eighteen readings, this affordable guide can stand alone or complement an anthology. |
| best print ads for rhetorical analysis: Pictorial Metaphor in Advertising Charles Forceville, 2002-01-22 Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of 'pictorial metaphors'. By using insights taken from a range of linguistic, artistic and cognitive perspectives for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed. The theoretical insights are applied to thirty advertisements and billboards of British, French, German and Dutch origin. Apart from substantiating the claim that it makes sense to talk about `pictorial metaphors', the detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies. Context in its various manifestations plays a key role in the analyses. Furthermore, the results of a small-scale experiment shed light on where general agreement about the meaning of a pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations. The final chapter sketches the ways in which the insights gained can be used for further research. |
| best print ads for rhetorical analysis: Critical Thinking About Sex, Love, and Romance in the Mass Media Mary-Lou Galician, Debra L. Merskin, 2007-07-10 This distinctive volume explores how romantic coupleship is represented in books, magazines, popular music, movies, television, and the Internet within entertainment, advertising, and news/information. This reader offers diverse theoretical perspectives and methodological approaches on the representation of romantic relationships across the media spectrum. Filling a void in existing media scholarship, this collection explores the media’s influence on perceptions and expectations in relationships, including the myths, stereotypes, and prescriptions manifested throughout the press. Featuring fresh voices, as well as the perspectives of seasoned veterans, contributions include quantitative and qualitative studies along with cultural/critical, feminist, and descriptive analyses. This anthology has been developed for use in courses on mass media and society, media studies, and media literacy. In addition to its use in coursework, it is highly relevant for scholars, researchers, and others interested in how the media influence the personal lives of individuals. |
| best print ads for rhetorical analysis: Advertising as Communication Gillian Dyer, 2008-03-07 Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context. |
| best print ads for rhetorical analysis: Signs in Contemporary Culture Arthur Asa Berger, 2014-10-07 Signs in Contemporary Culture is an introduction to the science of semiotics. It is unusual in that it has an application for every semiotic concept it discusses so readers can see how semiotics can be applied to many aspects of everyday life. |
| best print ads for rhetorical analysis: Deeper Competency-Based Learning Karin Hess, Rose Colby, Daniel Joseph, 2020-05-06 The roadmap for your school’s CBE journey! The one-size-fits-all instructional and assessment practices of the past no longer equitably meet the needs of all students. Competency-based education (CBE) has emerged not only as an innovation in education, but as a true transformation of the approaches to how we traditionally do school. In Deeper Competency-Based Learning, the authors share best practices from their experiences implementing CBE across states, districts, and schools. Leaving no stone unturned, readers are guided step-by-step through CBE implementation and validation phases, beginning with defining your WHY and collaborative development of the competencies describing deeper learning. The CBE readiness tools and reflections inside will help your team: Build the foundation for organizational shifts by examining policies, leadership, culture, and professional learning Dig in to shifts in teaching and learning structures by addressing rigorous learning goals, competency-based assessment, evidence-based grading, and body of evidence validation Take a deep dive into the shift to student-centered classrooms through personalized instructional strategies that change mindsets regarding teacher-student roles, responsibilities, and classroom culture Discover how your students can demonstrate deeper learning of academic content and develop personal success skills by maximizing time, place, and pace of learning with this roadmap for your CBE journey. |
| best print ads for rhetorical analysis: The Praeger Handbook of Media Literacy Art Silverblatt, 2013-11-26 This groundbreaking two-volume set provides readers with the information they need to grasp new developments in the swiftly evolving field of media literacy. The United Nations Educational, Scientific and Cultural Organization (UNESCO) proclaimed media literacy a fundamental human right. How fitting that there is finally a definitive handbook to help students and the general public alike become better informed, more critical consumers of mass media. In these A–Z volumes, readers can learn about methodologies and assessment strategies; get information about sectors, such as community media and media activism; and explore areas of study, such as journalism, advertising, and political communications. The rapid evolution of media systems, particularly digital media, is emphasized, and writings by notable media literacy scholars are included. In addition to providing a wide range of qualitative approaches to media literacy analysis, the handbook also offers a wealth of media literacy resources. These include lists of media literacy organizations and national media literacy programs, plus relevant books, websites, videos, and articles. |
| best print ads for rhetorical analysis: Persuasion in Society Jean G. Jones, Andi McClanahan, Joseph Sery, 2022-03-28 This fully-updated fourth edition introduces readers to the rich tapestry of persuasive technique and scholarship, interweaving perspectives from rhetoric, critical theory, and social science and applying their insights to practical political, social, and business contexts. This text examines current and classical theory through the lens of contemporary culture, encouraging readers to explore the nature of persuasion and to understand its impact in their lives. Employing a contemporary approach, it draws from popular culture, mass media, social media, advertising, political campaigns, and social movements to help readers become informed creators and consumers of persuasive messages. Case studies show how and why people fall for persuasive messages, demonstrating how persuasion works at a cognitive level. This new edition includes extended treatment of the ethics of persuasion, including opposing views on handling controversial issues in the college classroom; a new chapter on propaganda and ideology; and a greater focus on digital contexts and social media. Discussion questions, exercises, and key terms are provided for each chapter. This textbook will be a valuable tool for students of communication, media studies, politics, psychology, and business and advertising. Online resources for instructors include PowerPoint slides and test bank. |
| best print ads for rhetorical analysis: The Routledge Companion to Advertising and Promotional Culture Emily West, Matthew P. McAllister, 2013-02-11 The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight sections: Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice. Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment. Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice. Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces. Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts. Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education. Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships. The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste. With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present. |
| best print ads for rhetorical analysis: A Big Mooncake for Little Star (Caldecott Honor Book) Grace Lin, 2018-08-28 A gorgeous picture book that tells a whimsical origin story of the phases of the moon, from award-winning, bestselling author-illustrator Grace Lin Pat, pat, pat... Little Star's soft feet tiptoed to the Big Mooncake. Little Star loves the delicious Mooncake that she bakes with her mama. But she's not supposed to eat any yet! What happens when she can't resist a nibble? In this stunning picture book that shines as bright as the stars in the sky, Newbery Honor author Grace Lin creates a heartwarming original story that explains phases of the moon. |
| best print ads for rhetorical analysis: Advertising & Promotion Belch, George E. (George Eugene), Michael A. Belch, Michael Angelo Guolla, 2005 |
| best print ads for rhetorical analysis: Envisioning Collaboration Geoffrey Cross, Charles Sides, 2017-03-02 The dissemination of desktop publishing and web authoring software has allowed nearly everyone in industrialized countries to combine verbal and visual symbols into text. Serious multimodal projects often demand extensive teamwork, especially in the workplace. But how can collaboration engaging such different traditions of expression be conducted effectively? To address this question, Envisioning Collaboration traces the composing processes of expert graphic artists and writers preparing advertising campaigns to retain a vital national account. It examines the influences on individual and dyadic composing processes of what Csikszentmihalyi terms the domain, in this case the disciplinary knowledge of advertising, and the field, in this case the surrounding economic conditions and client, vendor, customer, and agency executive gatekeepers. Based on a 460-hour participant-observation and intensive computerized data analysis, Envisioning Collaboration is the first book to meticulously examine collaborative creative processes at an award-winning advertising agency, including audience analysis, branding, collaborative moves, power and conflict management, uses of humor, degree of mindfulness, and effectiveness. The findings indicate the role of concepts in generating common texts by artists and writers, the role of the visual in individuals' composing, verbal-visual rhetorical elements in processes and products, and which verbal-visual techniques were most generative. Findings are related to pertinent research in technical and business writing, rhetoric and composition, and some key research in visual design, communication, advertising, neurolinguistics, management, and psychology. The book concludes with a pedagogical/training unit incorporating gateway activities for effective verbal-visual composition and collaboration. |
| best print ads for rhetorical analysis: Linguistics and Language Behavior Abstracts , 1994 |
| best print ads for rhetorical analysis: Recruitment Advertising as an Instrument of Employer Branding Jolanta Łącka-Badura, 2015-10-05 The book offers a linguistic analysis of job advertising as an instrument of employer branding, investigating how the creation of the employer brand and the projection of employee value proposition are realised linguistically in a corpus of online job advertisements. The study is methodologically grounded in the current approaches to discourse analysis and business/organisational communication, as it is broadly understood, with particular emphasis on genre and register analysis, the language of persuasion and evaluation, as well as the language of (organisational) values. The analysis conducted in the book demonstrates that job advertisements constitute a distinct promotional business genre, a member of the system of genres applied in the job search context, increasingly resembling multi-modal marketing-type ads. The rhetorical structure of online recruitment advertisements confirms the initial hypothesis that job ads contribute to the projection and reinforcement of employer brands. The register of recruitment ads clearly harmonises with the employer branding function of the genre: extremely positive, encompassing a wide range of persuasive strategies, as well as lexico-grammatical choices contributing to the creation of employer brands, job advertising may justifiably be classified as a “paradigm case” of persuasion. With employer branding being deeply rooted in the values emanating from an organisation, the use of linguistic structures communicating or implying the system of attributes and values declared by the employing organisations is a powerful employer branding strategy, widely reflected in the corpus. Taking into account the interdisciplinary character of the analysis, the book will be of interest not only to linguists and business communication scholars, but also to human resource management and public relations researchers and practitioners. |
| best print ads for rhetorical analysis: Commercial Communication in the Digital Age Gabriele Siegert, M. Bjørn Rimscha, Stephanie Grubenmann, 2017-04-10 In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues. |
| best print ads for rhetorical analysis: Mass Communication Research Methods: Researching media content and representation (continued). Framing analysis. The constructionist approach to framing : bringing culture back in Anders Hansen, 2009 |
| best print ads for rhetorical analysis: Resources in Education , 1994 |
| best print ads for rhetorical analysis: Edible Ideologies Kathleen LeBesco, Peter Naccarato, 2012-08-13 Edible Ideologies argues that representations of food—in literature and popular fiction, cookbooks and travel guides, war propaganda, women's magazines, television and print advertisements—are not just about nourishment or pleasure. Contributors explore how these various modes of representation, reflecting prevailing attitudes and assumptions about food and food practices, function instead to circulate and transgress dominant cultural ideologies. Addressing questions concerning whose interests are served by a particular food practice or habit and what political ends are fulfilled by the historical changes that lead from one practice to another in Western culture, the essays offer a rich historical narrative that moves from the construction of the nineteenth-century English gentleman to the creation of two of today's iconic figures in food culture, Julia Child and Martha Stewart. Along the way, readers will encounter World War I propaganda, holocaust and Sephardic cookbooks, the Rosenbergs, German tour guides, fast food advertising, food packaging, and chocolate, and will find food for thought on the meanings of everything from camembert to Velveeta, from salads to burgers, and from tikka masala to Campbell's soup. |
| best print ads for rhetorical analysis: Critical Approaches to Television Leah R. Vande Berg, Lawrence A. Wenner, Bruce E. Gronbeck, 2004 This comprehensive text provides a broad overview of television criticism through the explanation of theoretical foundations, analyses of critical approaches, and sample critical essays.The text is organized by critical method, but includes an alternative table of contents for instructors who prefer to teach by genre.Pedagogy includes introductory essays in every chapter, headnotes for articles, marginal annotations, and writing exercises.The methods of criticism include theoretical and critical foundations, text-centered, producer-centered, and reception-centered. |
| best print ads for rhetorical analysis: Classical Rhetoric for the Modern Student Edward P. J. Corbett, 1974 |
| best print ads for rhetorical analysis: Displacing Place Sharon Kleinman, 2007 Displacing Place: Mobile Communication in the Twenty-first Century addresses the innovative, unanticipated, and far-reaching ways that mobile information and communication technologies (ICTs) are altering how we work, play, and relate to one another. This extraordinary collection of new essays by leading scholars and professionals from a range of disciplines reveals the effects, implications, and future of mobile communication in a reader-friendly balance of theoretical and empirical chapters. Displacing Place is a vital book for students, scholars, professionals, and all readers interested in social and technological trends in the twenty-first century. |
| best print ads for rhetorical analysis: Effective Advertising Gerard J. Tellis, 2003-11-20 Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book. --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields. |
| best print ads for rhetorical analysis: Rhetoric Online Barbara Warnick, 2007 Rhetoric Online is a systematic examination of the forms and nature of Web-based public discourse in the fields of social activism, political campaigning, and other venues where rhetorical discourses are addressed to public audiences. Warnick develops and adapts existing rhetorical theories to the study of Web-based persuasive discourse in the public sphere. |
| best print ads for rhetorical analysis: Persuasion Analysis Hugh Rank, 1988 Paying less attention to the traditionally taught rational, logical argument analysis format, this book focuses on analysis of the emotional, non-logical persuasive language and techniques often seen in television advertisements. In so doing, readers become more discerning consumers and hone their writing skills. Designed as both a self-study guide and as a companion to a composition course, this book contains comprehensive checklists for analyzing and creating persuasive compositions. (DQE) |
| best print ads for rhetorical analysis: The Language of Advertising Torben Vestergaard, Kim Schrøder, 1985-01-01 |
| best print ads for rhetorical analysis: Rhetorical Devices Brendan McGuigan, 2011 Help students shine on the written portion of any standardized test by teaching the skills they need to craft powerful, compelling arguments using rhetorical devices. Students will learn to accurately identify and evaluate the effectiveness of rhetorical devices in not only famous speeches, advertisements, political campaigns, and literature, but also in the blog, newspaper, and magazine entries they read in their daily lives. Students will then improve their own writing strategy, style, and organization by correctly and skillfully using the devices they have learned. Each device is illustrated with clear, real-life examples to promote proper usage and followed up with meaningful exercises to maximize understanding. Pointers are provided throughout this book to help your students develop a unique writing style, and cumulative exercises will help students retain what they have learned.-- |
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