Authors Edward McQuarrie and Barbara Phillips place visual branding within its historical context, covering the 120-year period since brand advertising first took modern form in the United States. Using copious real-life examples to illustrate how branding has evolved with the introduction of new technologies and opportunities, the book also critiques purely psychological perspectives on branding and explains how historical and rhetorical analyses can contribute new insights.
This exploration of rhetoric as an alternative to economic and psychological perspectives in marketing, advertising, and consumer scholarship will be essential reading for students and scholars in graduate programs in marketing, advertising, and consumer psychology.
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