Go Figure! New Directions in Advertising Rhetoric

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Advertising Rhetoric: An Introduction	p. 3
The Starting Box: Using the Past to Hypothesize the Future
Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures	p. 23
Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences	p. 51
What the Symbol Can't, the Icon Can: The Indispensable Icon/Symbol Distinction	p. 68
The Black Box: Understanding the Cognitive Processing of Rhetoric
A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising	p. 85
The Dark Side of Openness for Consumer Response	p. 114
Inspecting the Unexpected: Schema and the Processing of Visual Deviations	p. 137
The Gift Box: Examining the Structure of Style
The Case for a Complexity Continuum	p. 159
Pictorial and Multimodal Metaphor in Commercials	p. 178
Reading Pictures: Understanding the Stylistic Properties of Advertising Images	p. 205
Classifying Visual Rhetoric: Conceptual and Structural Heuristics	p. 227
The Toolbox: Unpacking the Inquiry Process
A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style	p. 257
Visual Analysis of Images in Brand Culture	p. 277
Expanding Rhetoric	p. 297
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