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Books > Language & Literature > Language & linguistics > Semantics (meaning) > General

At War with Metaphor - Media, Propaganda, and Racism in the War on Terror (Paperback): Erin Steuter, Deborah Wills At War with Metaphor - Media, Propaganda, and Racism in the War on Terror (Paperback)
Erin Steuter, Deborah Wills
R1,348 R1,248 Discovery Miles 12 480 Save R100 (7%) Ships in 12 - 17 working days

When photographs documenting the torture and humiliation of prisoners at Abu Ghraib came to the attention of a horrified public, national and international voices were raised in shock, asking how this happened. At War with Metaphor offers an answer, arguing that the abuses of Abu Ghraib were part of a systemic continuum of dehumanization. This continuum has its roots in our public discussions of the war on terror and the metaphors through which they are repeatedly framed. Arguing earnestly and incisively that these metaphors, if left unexamined, bind us into a cycle of violence that will only be intensified by a responsive violence of metaphor, Steuter and Wills examine compelling examples of the images of animal, insect, and disease that inform, shape, and limit our understanding of the war on terror. Tying these images to historical and contemporary uses of propaganda through a readable, accessible analysis of media filters, At War with Metaphor vividly explores how news media, including political cartoons and talk radio, are enmeshed in these damaging, dehumanizing metaphors. Analyzing media through the lenses of race and Orientalism, it invites us to hold our media and ourselves accountable for the choices we make in talking war and making enemies.

Using Discourse Analysis to Improve Classroom Interaction (Hardcover, New): Lesley A. Rex, Laura Schiller Using Discourse Analysis to Improve Classroom Interaction (Hardcover, New)
Lesley A. Rex, Laura Schiller
R4,070 Discovery Miles 40 700 Ships in 12 - 17 working days

This accessible 'how to' text is about classroom interaction - how to study it and how to use that knowledge to improve teaching and learning. Actually showing what critical, constructionist, sociocultural perspectives on teaching, learning, and schooling are and what they can do, it makes discourse analysis understandable and useful to teachers and other nonlinguists.

Using Discourse Analysis to Improve Classroom Interaction:

  • offers teachers the powerful tools of discourse analysis as a way of understanding the complex dynamics of human interaction that constitute effective, equitable teaching and learning
  • guides readers step-by-step through how to build their interactional awareness to improve their teaching
  • includes 'Try It Out' exercises to engage readers in learning how to respond to the social dynamics of their classrooms for the purpose of improving classroom interaction.

Proceeding from simple illustrations to more complex layering of analytical concepts, short segments of talk, transcribed to highlight important points, are used to explain and illustrate the concepts. By the time readers get to the complicated issues addressed in this text they are ready to deal with some of teaching's toughest challenges, and have the tools to build positive relationships among their students so that all can participate equally in the classroom.

The African Origins of Rhetoric (Hardcover): Cecil Blake The African Origins of Rhetoric (Hardcover)
Cecil Blake
R4,508 Discovery Miles 45 080 Ships in 12 - 17 working days

Through a critical analysis of ancient African texts that predate Greco-Roman treatises Cecil Blake revisits the roots of rhetorical theory and challenges what is often advanced as the "darkness metaphor" -- the rhetorical construction of Africa and Africans. Blake offers a thorough examination of Ptah-hotep and core African ethical principles (Maat) and engages rhetorical scholarship within the wider discourse of African development. In so doing, he establishes a direct relationship between rhetoric and development studies in non-western societies and highlights the prospect for applying such principles to ameliorating the development malaise of the continent.

Ecosee - Image, Rhetoric, Nature (Paperback): Sidney I. Dobrin, Sean Morey Ecosee - Image, Rhetoric, Nature (Paperback)
Sidney I. Dobrin, Sean Morey
R889 R776 Discovery Miles 7 760 Save R113 (13%) Ships in 12 - 17 working days

Examines the rhetorical role of images in communicating environmental ideas.

Dangerous Writing - Understanding the Political Economy of Composition (Paperback): Tony Scott Dangerous Writing - Understanding the Political Economy of Composition (Paperback)
Tony Scott
R742 Discovery Miles 7 420 Ships in 12 - 17 working days

Building on recent work in rhetoric and composition that takes an historical materialist approach, "Dangerous Writing" outlines a political economic theory of composition. The book connects pedagogical practices in writing classes to their broader political economic contexts, and argues that the analytical power of students' writing is prevented from reaching its potential by pressures within the academy and without, that tend to wed higher education with the aims and logics of "fast-capitalism."
Since the 1980s and the "social turn" in composition studies and other disciplines, scholars in this field have conceived writing in college as explicitly embedded in socio-rhetorical situations beyond the classroom. From this conviction develops a commitment to teach writing with an emphasis on analyzing the social and political dimensions of rhetoric.
Ironically, though a leftist himself, Tony Scott's analysis finds the academic left complicit with the forces in American culture that tend, in his view, to compromise education. By focusing on the structures of labor and of institutions that enforce those structures, Scott finds teachers and administrators are too easily swept along with the inertia of a hyper-commodified society in which students---especially working class students---are often positioned as commodities, themselves. "Dangerous Writing," then, is a critique of the field as much as it is a critique of capitalism. Ultimately, Scott's eye is on the institution and its structures, and it is these that he finds most in need of transformation.

Reflections in Communication - An Interdisciplinary Approach (Paperback): Alusine M Kanu Reflections in Communication - An Interdisciplinary Approach (Paperback)
Alusine M Kanu
R1,185 Discovery Miles 11 850 Ships in 12 - 17 working days

Reflections in Communication is a response and guide to the need for productive and effective communication and is designed for readers who have had little or no formal instruction in the field of speech communication. Dealing with cultural, critical and contextual issues, the text provides a comprehensive coverage. With an outstanding collection of chapters to develop knowledge and skills, this book uses an array of resources for communicating effectively in democratic societies. An added emphasis is the utilization of interdisciplinary approaches in dealing with principles, concepts, activities and theories of communication with research evidence. Based on the author's background as a communication generalist, this perceptive volume has broken ground because it applies communication study to a wide variety of situations, such as self concept, perception, listening, interpersonal, interviewing, cultural, small group, speaking to inform and persuade, and addressing freedom and responsibility issues in democratic societies.

French Dislocation - Interpretation, Syntax, Acquisition (Hardcover, New): Cecile de Cat French Dislocation - Interpretation, Syntax, Acquisition (Hardcover, New)
Cecile de Cat
R4,374 R3,853 Discovery Miles 38 530 Save R521 (12%) Ships in 12 - 17 working days

The pervasive use of dislocations (as in Le chocolat, c'est bon) is a key characteristic of spoken French. This book offers various new and well-motivated insights, based on tests conducted by the author, on the syntactic analysis, prosody, and the interpretation of dislocation in spoken French. It also considers important aspects of the acquisition of dislocation by monolingual children learning different French dialects.
The author argues that spoken French is a discourse-configurational language, in which topics are obligatorily dislocated. She develops a syntactically parsimonious account, which maximizes the import of interfaces involved with discourse and prosody. She proposes clear diagnostics, following a reexamination of the status of subject clitics and a reevaluation of the characteristic prosody of dislocated constituents. The theoretical arguments throughout the book rest on data that comes from corpora of spontaneous production and from various elitication experiments.
This book throws new light on French syntax and prosody and makes an important and original contribution to the study of linguistic interfaces. Clearly expressed and tightly argued it will interest scholars and advanced students of French and of its acquisition as a first language as well as linguistic theorists interested in the interfaces between syntax, discourse, and phonology.

African American Women's Rhetoric - The Search for Dignity, Personhood, and Honor (Hardcover): Deborah F. Atwater African American Women's Rhetoric - The Search for Dignity, Personhood, and Honor (Hardcover)
Deborah F. Atwater
R2,509 Discovery Miles 25 090 Ships in 12 - 17 working days

African American Women's Rhetoric: The Search for Dignity, Personhood, and Honor deals with the rhetoric of African American women from enslavement to current times, examining slave narratives and contemporary print, music, and other media surrounding the lives of African American women. Covering a variety of specific women and their rhetoric within the context of a historical period, the book provides central themes and strategic and social concerns of African American women and their environment. It frames, in some, cases, the rhetoric of contemporary women in politics and other fields of prominence including Condoleeza Rice and Barbara Lee, among others. Deborah F. Atwater explores how African women today who engage in speech in the public sphere come from a historical line of active women who have been outspoken in politics, education, business, and various social contexts; heretofore, these women have not been studied in a comprehensive manner. Specifically, how do these African American women discuss themselves, and more importantly how do they represent who they are in various communities? How do these women persuade their diverse audiences to value what they say and who they are?African American Women's Rhetoric will be an invaluable contribution to upper-division undergraduate and graduate courses in Rhetoric, African American Rhetoric, History, and Women's Studies."

The Rhetoric of Pope John Paul II (Paperback): Joseph R Blaney, Joseph P. Zompetti The Rhetoric of Pope John Paul II (Paperback)
Joseph R Blaney, Joseph P. Zompetti
R1,307 Discovery Miles 13 070 Ships in 12 - 17 working days

Pope John Paul II was clearly one of the most influential persons of the 20th Century. He affected the world of politics, religion, and culture with a rhetorical zeal unmatched by few actors on the international stage. From the downfall of communism in Eastern Europe to his devotion to Mary to his championing of social justice and orthodox theology, this book examines his several moments of persuasive finesse as well as instances when his message could have been crafted more effectively. The essays in this collection examine his persuasive skills from several scholarly points of view. The book also offers analyses of media portrayals of this often-controversial figure. With contributions from some of the world's leading communication scholars, clergy, and social activists, this book is must reading for anyone interested in a deeper understanding of religious communication in general and John Paul II's rhetorical papacy in particular. Written by Catholics, Protestants, Mormons, agnostics, and atheists, the chapters approach the Pope with varying degrees of admiration, but always with intellectual respect.

Semantic Extension, Subjectification, and Verbalization (Paperback): Mika Shindo Semantic Extension, Subjectification, and Verbalization (Paperback)
Mika Shindo
R1,566 Discovery Miles 15 660 Ships in 12 - 17 working days

Mika Shindo's Semantic Extension, Subjectification, and Verbalization focuses on semantic extensions of sensory adjectives originating in perception. The aims of this book are to provide systematic accounts of semantic extensions of sensory adjectives from a cognitive perspective, and to document the validity of an empirical approach, using panchronic and corpus-based methods. This cognitive and usage-based empirical study uncovers cognitive mechanisms underlying linguistic phenomena, since expressions related to perception originally describe the most fundamental human experiences that are frequently utilized for conceptualizing abstract entities, and adjectives especially reflect human construals of situations. This study reveals that each word's meanings extend in a manner peculiarly restricted by its original cognitive characteristics, firmly rooted in everyday bodily experiences, and that this crucially influences its syntactic structures as well. At the same time, it is a ground-breaking demonstration of the power of computerized corpus research.

Present Tensions - European Writers on Overcoming Dictatorships (Hardcover): Kristina Kaiserova, Gert Roehrborn Present Tensions - European Writers on Overcoming Dictatorships (Hardcover)
Kristina Kaiserova, Gert Roehrborn
R2,027 Discovery Miles 20 270 Ships in 12 - 17 working days

A focused collection of literary works has emerged from a transnational project that convened acclaimed writers on the question of how dictatorships are overcome. The range of generations, European countries of origin and artistic directions represented give an edge and at the same time pose the challenge of this anthology. A considerable variety of motivations are reflected while authors put into words a contemporary biography of persecution, a descendant's feeling of personal historical responsibility, or the artistic curiosity of the "outsider." Dedicated to the imaginative power of literature and to Central Eastern and South Eastern Europe in particular, as the formerly multicultural setting of these countries suffered the most from European dictatorships and their insufficiently processed legacies. The cultural transfer exhibited here reduces prejudices and promotes new forms of understanding with Western Europe, while aiming to further a diversified but common European culture. Each piece is presented in English and in the original language.

Postmodifying Attributive Adjectives in English - An Integrated Corpus-Based Approach (Paperback, New edition): Lars M.... Postmodifying Attributive Adjectives in English - An Integrated Corpus-Based Approach (Paperback, New edition)
Lars M. Bloehdorn
R1,485 Discovery Miles 14 850 Ships in 12 - 17 working days

This study investigates three different post-modifying adjective constructions in the English language. While English adjectives generally precede the entities they modify, they may also occur in postmodifying position. This study assumes that the different postmodifying constructions are a positional variation of attributive premodification. The support for this claim is derived from a detailed analysis of the general syntax and semantics of adjectives as well as a cross-check of previous theories with a wide range of actual language examples taken from computerized corpora. An approach from the Prague School 'Functional Sentence Perspective' enables this study to accomplish an integrated view of adjectival postmodification.

The Rhetoric and Medicalization of Pregnancy and Childbirth in Horror Films (Hardcover): Courtney Patrick-Weber The Rhetoric and Medicalization of Pregnancy and Childbirth in Horror Films (Hardcover)
Courtney Patrick-Weber
R1,977 Discovery Miles 19 770 Ships in 12 - 17 working days

In The Rhetoric and Medicalization of Pregnancy and Childbirth in Horror Films, Courtney Patrick-Weber argues that the medicalization of pregnancy and childbirth traumatizes pregnant people in a number of ways, even as many people believe the shift toward medicalization has improved conditions for pregnant people. Patrick-Weber analyzes a selection of horror films, including The Void and Black Christmas, to demonstrate not only evidence of this trauma on a visceral level, but also how horror films can reflect and contribute to cultural conversations surrounding pregnancy and childbirth. While horror films are often neglected as vital sources of intellect and analysis, many of these films use their subversive viewpoints on cultural issues to offer a unique perspective that can ultimately help to shape the way society views them. Patrick-Weber reminds us that pregnancy and childbirth can be traumatic events, both physically and emotionally, as she discusses the current conversations surrounding the issue and critiques the "advancement" of medicalization. Scholars of film studies, gender studies, rhetoric, and medicine may find this book particularly useful.

Language, Culture and the Law - The Formulation of Legal Concepts across Systems and Cultures (Paperback, New edition): Vijay... Language, Culture and the Law - The Formulation of Legal Concepts across Systems and Cultures (Paperback, New edition)
Vijay K. Bhatia, Christopher N. Candlin, Paola Evangelisti Allori
R2,651 Discovery Miles 26 510 Ships in 12 - 17 working days

The volume presents a set of invited papers based on analyses of legal discourse drawn from a number of international contexts where often the English language and legal culture has had to adjust to legal concepts very different from those of the English law system. Many of the papers were inspired by two major projects on legal language and inter-multiculturality: Generic Integrity in Legislative Discourse in Multilingual and Multicultural Contexts based in Hong Kong and carried out by an international team and Interculturality in Domain-specific English, a national project supported by the Italian Ministry for Education and Research, involving research units from five Italian universities.

Communicating Science - The Scientific Article from the 17th Century to the Present (Hardcover): Alan G. Gross, Joseph E.... Communicating Science - The Scientific Article from the 17th Century to the Present (Hardcover)
Alan G. Gross, Joseph E. Harmon, Michael S. Reidy
R4,550 Discovery Miles 45 500 Ships in 12 - 17 working days

This book describes the development of the scientific article from its modest beginnings to the global phenomenon that it has become today. The authors focus on changes in the style, organization, and argumentative structure of scientific communication over time. This outstanding resource is the definitive study on the rhetoric of science.

A Neural Network Model of Lexical Organisation (Hardcover): Michael Fortescue A Neural Network Model of Lexical Organisation (Hardcover)
Michael Fortescue
R5,481 Discovery Miles 54 810 Ships in 12 - 17 working days

This is an engaging study of the mental lexicon - the way in which the form and meaning of words is stored by speakers of specific languages. Fortescue attempts to narrow the gap between the results of experimental neurology and the concerns of theoretical linguistics in the area of lexical semantics. The prime goal as regards linguistic theory is to show how matters of lexical organization can be analysed and discussed within a neurologically informed framework that is both adaptable and constrained. It combines the perspectives of distributed network modelling and linguistic semantics, and draws upon the accruing evidence from neuroimaging studies as regards the cortical regions involved. It engages with a number of controversial current issues in both disciplines. This text is intended as a tool for linguists interested in psychological adequacy and the latest advances in Cognitive Science. It provides a principled means of distinguishing those semantic features required by a mental lexicon that have a direct bearing on grammar from those that do not. "A Neural Network Model of Lexical Organisation" is essential reading for researchers in neurolinguistics and lexical semantics. "Continuum Studies in Theoretical Linguistics" publishes work at the forefront of present-day developments in the field. The series is open to studies from all branches of theoretical linguistics and to the full range of theoretical frameworks. Titles in the series present original research that makes a new and significant contribution and are aimed primarily at scholars in the field, but are clear and accessible, making them useful also to students, to new researchers and to scholars in related disciplines.

Knowledge and Self-Knowledge in Plato's Theaetetus (Hardcover): Andrea Tschemplik Knowledge and Self-Knowledge in Plato's Theaetetus (Hardcover)
Andrea Tschemplik
R2,512 Discovery Miles 25 120 Ships in 12 - 17 working days

Knowledge and Self-Knowledge in Plato's Theaetetus advances a new explanation for the apparent failure of the Theaetetus to come to a satisfactory conclusion about the definition of knowledge. Tschemplik argues that understanding this aporetic dialogue in light of the fact that it was conducted with two noted mathematicians shows that for Plato, mathematics was not the paradigm for philosophy. She points out that, although mathematics is clearly an important part of the philosopher's training, as the educational outline of the Republic makes clear, the point on which the mathematician falls short is the central role that self-knowledge plays in philosophical investigation. Theaetetus betrays this deficiency and is led by Socrates to an understanding of the benefits of self-knowledge understood as the knowledge of ignorance. Tschemplik concludes that it is the absence of self-knowledge in the Theaetetus which leads to its closing impasse regarding knowledge. This book will be of interest to scholars and graduate students in the history of philosophy with a special interest in ancient philosophy, and will also be accessible to upper-level undergraduates in ancient philosophy.

At War with Metaphor - Media, Propaganda, and Racism in the War on Terror (Hardcover): Erin Steuter, Deborah Wills At War with Metaphor - Media, Propaganda, and Racism in the War on Terror (Hardcover)
Erin Steuter, Deborah Wills
R2,783 Discovery Miles 27 830 Ships in 12 - 17 working days

When photographs documenting the torture and humiliation of prisoners at Abu Ghraib came to the attention of a horrified public, national and international voices were raised in shock, asking how this happened. At War with Metaphor offers an answer, arguing that the abuses of Abu Ghraib were part of a systemic continuum of dehumanization. This continuum has its roots in our public discussions of the war on terror and the metaphors through which they are repeatedly framed. Arguing earnestly and incisively that these metaphors, if left unexamined, bind us into a cycle of violence that will only be intensified by a responsive violence of metaphor, Steuter and Wills examine compelling examples of the images of animal, insect, and disease that inform, shape, and limit our understanding of the war on terror. Tying these images to historical and contemporary uses of propaganda through a readable, accessible analysis of media filters, At War with Metaphor vividly explores how news media, including political cartoons and talk radio, are enmeshed in these damaging, dehumanizing metaphors. Analyzing media through the lenses of race and Orientalism, it invites us to hold our media and ourselves accountable for the choices we make in talking war and making enemies.

Untersuchungen zur Fachsprache der Ă–kologie und des Umweltschutzes im Deutschen und Finnischen; Bezeichnungsvarianten unter... Untersuchungen zur Fachsprache der Ă–kologie und des Umweltschutzes im Deutschen und Finnischen; Bezeichnungsvarianten unter einem geschichtlichen, lexikografischen, morphologischen und linguistisch-pragmatischen Aspekt (Paperback)
Annikki Liimatainen
R2,474 Discovery Miles 24 740 Ships in 12 - 17 working days

Die Arbeit bildet den ersten umfassenden Beitrag zur Fachsprache der Ökologie und des Umweltschutzes. Sie basiert auf den Methoden der neueren Fachsprachenforschung. Weitere Anhaltspunkte bieten die Erkenntnisse der Lexikografie, Semantik, Pragmatik, Textsortenlinguistik, Wortbildungsforschung und Kontrastivität. Ökologie und Umweltschutz stellen zusammen ein horizontal und vertikal in hohem Maße differenziertes Fachgebiet dar. Auch bezüglich der Anwendungssituationen ist die ökologische Fachsprache vertikal mannigfaltig geschichtet. Daraus folgt, dass sich auch die Vielfalt der relevanten Textsorten auf dem Gebiet als sehr groß erweist. Einer näheren Analyse wird die Textsorte Umweltwörterbuch unterzogen. Im Vordergrund der Wortschatz-Betrachtung stehen semantische Verfälschungen in fachexterner Kommunikation, Euphemismen und der kaum diskutierte Aspekt der Mehrfachbenennung.

Mystery Lovers' Book of Quotations - The Wit and Wisdom of the World's Great Crime Writers (Hardcover): Jane Horning Mystery Lovers' Book of Quotations - The Wit and Wisdom of the World's Great Crime Writers (Hardcover)
Jane Horning
bundle available
R1,003 Discovery Miles 10 030 Ships in 12 - 17 working days
Building Up Aspect - A study of aspect and related categories in Bulgarian, with parallels in English and French (Paperback,... Building Up Aspect - A study of aspect and related categories in Bulgarian, with parallels in English and French (Paperback, New edition)
Maria Stambolieva
R1,454 Discovery Miles 14 540 Ships in 12 - 17 working days

This book addresses the problems of the nature of the category of aspect, its formal expression and its relation to Action modes, to the Aorist/Imperfect and Perfect/Non-Perfect distinctions. The discussion is largely based on data from Bulgarian -- a Slavonic language where aspect as a grammatical category systematically coexists not only with verbal prefixation, but also with temporal boundedness, correlation and, in the nominal sphere, definiteness. Cross-language parallels with English and French data and the mapping of Bulgarian structures to notions drawn from the «western tradition of aspectual study result in the outline of a framework for an integrated study of the expression of aspectuality in languages belonging to different language groups. Refuting existing views of aspect as a «compensatory phenomenon for nominal definiteness, the book presents arguments in favour of a systematic relation between verbal prefixation and NP quantification in Slavonic languages and of a compositional, syntactic dimension of aspectual analysis.

Fiction and the Languages of Law - Understanding Contemporary Legal Discourse (Paperback): Karen Petroski Fiction and the Languages of Law - Understanding Contemporary Legal Discourse (Paperback)
Karen Petroski
R1,268 Discovery Miles 12 680 Ships in 12 - 17 working days

Contemporary legal reasoning has more in common with fictional discourse than we tend to realize. Through an examination of the U.S. Supreme Court's written output during a recent landmark term, this book exposes many of the parallels between these two special kinds of language use. Focusing on linguistic and rhetorical patterns in the dozens of reasoned opinions issued by the Court between October 2014 and June 2015, the book takes nonlawyer readers on a lively tour of contemporary American legal reasoning and acquaints legal readers with some surprising features of their own thinking and writing habits. It analyzes cases addressing a huge variety of issues, ranging from the rights of drivers stopped by the police to the decision-making processes of the Environmental Protection Agency-as well as the term's best-known case, which recognized a constitutional right to marriage for same-sex as well as different-sex couples. Fiction and the Languages of Law reframes a number of long-running legal debates, identifies other related paradoxes within legal discourse, and traces them all to common sources: judges' and lawyers' habit of alternating unselfconsciously between two different attitudes toward the language they use, and a set of professional biases that tends to prevent scrutiny of that habit.

The Symbol of the Soul From Holderlin to Yeats - A Study in Metonymy (Hardcover, 1st Ed. 2090): S. Nalbantian The Symbol of the Soul From Holderlin to Yeats - A Study in Metonymy (Hardcover, 1st Ed. 2090)
S. Nalbantian
R4,441 Discovery Miles 44 410 Ships in 10 - 15 working days
Japanese Language in Use - An Introduction (Paperback): Toshiko Yamaguchi Japanese Language in Use - An Introduction (Paperback)
Toshiko Yamaguchi
R1,625 Discovery Miles 16 250 Ships in 10 - 15 working days

"Japanese Language in Use is the companion volume to Japanese Linguistics: An Introduction. Using a wide range of examples drawn from everyday life and literary texts, Japanese Language in Use introduces pragmatics, discourse, and language and culture in the Japanese context. The book covers: * Language in context * Japanese in conversation * Honorifics and politeness * Language and gender * Young people's language Key concepts of Japanese language in use are introduced in a succinct and accessible way, with texts and exercises to aid student understanding. This is the ideal first introduction to Japanese language in context for undergraduate or postgraduate students. "

Go Figure! New Directions in Advertising Rhetoric (Hardcover): Edward F McQuarrie, Barbara J. Phillips Go Figure! New Directions in Advertising Rhetoric (Hardcover)
Edward F McQuarrie, Barbara J. Phillips
R5,563 Discovery Miles 55 630 Ships in 12 - 17 working days

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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