How rhetoric theory informs the creative advertising development process

Tevi, A. ORCID: 0000-0002-4993-7406 and Koslow, S., 2018. How rhetoric theory informs the creative advertising development process. Journal of Advertising Research, 58 (1), pp. 111-128. ISSN 0021-8499

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This paper explores rhetoric theory as a comprehensive theory of the advertising development process. It compares the five canons of rhetoric with the stages in the advertising development process to explore the possibility of finding parallels between them. Close examination and comparison suggest there are parallels. It goes further to examine whether the generative mechanisms of each canon have explanations for strategies employed in its equivalent stage in the advertising development process. To explore fully, principles extracted from rhetoric theory and a model developed from it subsequently found support in advertising practice and findings from advertising research. The theory states that the principles of rhetoric must undergird strategies in the advertising development process before persuasiveness can be guaranteed. This is the “big picture” perspective which the theory proffers for both research and practice.

Item Type: Journal article
Publication Title: Journal of Advertising Research
Creators: Tevi, A. and Koslow, S.
Publisher: World Advertising Research Center
Date: 1 March 2018
Volume: 58
Number: 1
ISSN: 0021-8499
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 15 Nov 2018 09:56
Last Modified: 01 Sep 2019 03:00

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