Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or...

pt. 1. The starting box : using the past to hypothesize the future -- pt. 2. The black box : understanding the cognitive processing of rhetoric -- pt. 3. The gift box : examining the structure of style -- pt. 4. The toolbox : unpacking the inquiry process.