TY - JOUR T1 - How Rhetoric Theory Informs the Creative Advertising Development Process JF - Journal of Advertising Research JO - J Advert Res SP - 111 LP - 128 DO - 10.2501/JAR-2018-012 VL - 58 IS - 1 AU - Alexander Tevi AU - Scott Koslow Y1 - 2018/03/01 UR - http://www.journalofadvertisingresearch.com/content/58/1/111.abstract N2 - Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners. One cause of this division is an erroneous perception that advertising is a subset of consumer psychology. To solve this misidentification, the current authors offer rhetoric theory. Although many advertising academics believe that advertising theory is a discovery of 20th-century scholars, the striking resemblances between canons of rhetoric (“invention,” “style,” “arrangement,” “memory,” and “delivery”) and stages of the advertising-development process (“message strategy,” “idea generation,” “execution,” “media,” and “production”) clearly define advertising as a rediscovery of rhetoric. ER -