PT  - JOURNAL ARTICLE
AU  - Alexander Tevi
AU  - Scott Koslow
TI  - How Rhetoric Theory Informs the Creative Advertising Development Process
AID  - 10.2501/JAR-2018-012
DP  - 2018 Mar 01
TA  - Journal of Advertising Research
PG  - 111--128
VI  - 58
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/58/1/111.short
4100  - http://www.journalofadvertisingresearch.com/content/58/1/111.full
SO  - J Advert Res2018 Mar 01; 58
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.