How Rhetoric Theory Informs the Creative Advertising Development Process
本文指出广告学者常误将广告视为消费者心理学分支，从而与从业者产生隔阂。作者提出修辞理论可弥合这一分歧，并论证广告开发过程实为修辞学说的再发现。
<h3>ABSTRACT</h3> 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.