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Visual Branding - A Rhetorical and Historical Analysis (Hardcover)
Loot Price: R3,239
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Visual Branding - A Rhetorical and Historical Analysis (Hardcover)
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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. Authors Edward McQuarrie and Barbara Phillips
place visual branding within its historical context, covering the
120-year period since brand advertising first took modern form in
the United States. Using copious real-life examples to illustrate
how branding has evolved with the introduction of new technologies
and opportunities, the book also critiques purely psychological
perspectives on branding and explains how historical and rhetorical
analyses can contribute new insights. This exploration of rhetoric
as an alternative to economic and psychological perspectives in
marketing, advertising, and consumer scholarship will be essential
reading for students and scholars in graduate programs in
marketing, advertising, and consumer psychology.
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