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Articles 1 - 2 of 2
Full-Text Articles in American Studies
Isocrates's Place In Postmodern Advertising, Christopher Barkley
Isocrates's Place In Postmodern Advertising, Christopher Barkley
Electronic Theses and Dissertations
This study in communication and rhetoric seeks to ascertain constructive applications for distinct advertising practices by examining Isocrates’s work and place in postmodern advertising. The focus uses 5 principles known to Isocrates which are: 1) commonwealths of households, 2) integration of reputation, elegance, substance and style, 3) education and public discourse, 4) phronesis and praxis, and 5) truth and verisimilitude. These 5 principles can form a constructive and practical advertising approach. This study is important. It examines Isocrates through the lens of advertising and extends the research done about him by leading Isocrates scholars who have looked primarily at his …
Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai
Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai
Electronic Theses and Dissertations
The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …