RT Journal Article
SR Electronic
T1 How Rhetoric Theory Informs the Creative Advertising Development Process
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 111
OP 128
DO 10.2501/JAR-2018-012
VO 58
IS 1
A1 Alexander Tevi
A1 Scott Koslow
YR 2018
UL http://www.journalofadvertisingresearch.com/content/58/1/111.abstract
AB 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.