Abstract
The author discusses the value of a rhetorical approach in the analysis of scholarly discourse and provides an overview of how rhetoric will be used in the study. The chapter discusses the various ways in which the rhetorical perspective has been used to deconstruct academic writing in the social sciences, including marketing, and then introduces the concepts of persuasive proof, rhetorical argumentation, rhetorical style, and kairos. The major tools of the methodology are covered with a practical focus on introducing the reader to the sort of insights and intricacies that the approach helps to uncover.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aristotle (trans. H. C. Lawson-Tancred). (1991). The Art of Rhetoric. Penguin Books.
Ashby, R. (1957). An Introduction to Cybernetics. Chapman & Hall.
Augustine (trans. A. Outler). (2009). Augustine Essentials: The Complete Unabridged Texts. Revelation Insight Publication Co.
Auxtova, K. (2019). Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising. In E. Bigne & S. Rosengren (Eds.), Advances in Advertising Research (Vol. X, p. 229). European Advertising Academy. Springer.
Beer, S. (1995). Designing Freedom. John Wiley & Sons.
Berkenkotter, C. (1995). The Power and the Perils of Peer Review. Rhetoric Review, 13(2), 245–248.
Bitzer, L. F. (1968). The Rhetorical Situation. Philosophy and Rhetoric, 1(1), 1–14.
Black, E. (1965). Rhetorical Criticism: A Study in Method. Macmillan.
Blair, J. A. (2004). The Rhetoric of Visual Arguments. In C. Hill & M. Helmers (Eds.), Defining Visual Rhetorics (pp. 41–61). Lawrence Erlbaum.
Brown, S. (1995). The Eunuch’s Tale: Reviewing Reviewed. Journal of Marketing Management, 11(7), 681–706.
Brown, S. (1996). Art Or Science? Fifty Years of Marketing Debate. Journal of Marketing Management, 12(4), 243–267.
Brown, S. (1999). Marketing and Literature: The Anxiety of Academic Influence. Journal of Marketing, 63(January), 1–15.
Brown, S. (2002). The Spectre of Kotlerism: A Literary Appreciation. European Management Journal, 20(2), 129–146.
Brown, S. (2004). Writing Marketing: The Clause That Refreshes. Journal of Marketing Management, 20(3–4), 321–342.
Brown, S. (2009). Double, Double Toil and Trouble: On the Equivocal Magic of Marketing. Journal of Customer Behaviour, 8(2), 163–175.
Brown, S., Stevens, L., & Maclaran, P. (1999). I Can’t Believe It’s Not Bakhtin!: Literary Theory, Postmodern Advertising, and the Gender Agenda. Journal of Advertising, 28(1), 11–24.
Brown, S., & Wijland, R. (2018). Figuratively Speaking: Of Metaphor, Simile and Metonymy in Marketing Thought. European Journal of Marketing, 52(1/2), 328–347.
Burke, K. (1966). Language As Symbolic Action: Essays on Life, Literature, and Method. University of California Press.
Capelli, S., & Jolibert, A. (2009). Metaphor’s Validity in Marketing Research. Psychology and Marketing, 26(12), 1079–1090.
Cassin, B. (2014). Sophistical Practice: Toward a Consistent Relativism. Fordham University Press.
Chambers, S. (2009). Rhetoric and the Public Sphere: Has Deliberative Democracy Abandoned Mass Democracy? Political Theory, 37(3), 323–350.
Charteris-Black, J. (2018). Analysing Political Speeches: Rhetoric, Discourse and Metaphor. Palgrave.
Chowdhury, S. Z. (2015). Introducing Arabic Rhetoric. Dar Al-Nicosia.
Cialdini, R. (2001). Influence: Science and Practice. Allyn and Bacon.
Cluley, R. (2016). The Depiction of Marketing and Marketers in the News Media. European Journal of Marketing, 50(4), 752–769.
Conley, T. (1990). Rhetoric in the European Tradition. Longman.
Cornelissen, J. P. (2003). Metaphor as a Method in the Domain of Marketing. Psychology and Marketing, 20(3), 209–225.
Culler, J. (2010). The Closeness of Close Reading. ADE Bulletin, 149, 20–25.
Davis, P., & Hersh, R. (1987). Rhetoric and Mathematics. In J. Nelson, A. Megill, & D. McCloskey (Eds.), The Rhetoric of the Human Sciences: Language and Argument in Scholarship and Public Affairs (pp. 53–68). University of Wisconsin Press.
de Romilly, J. (1975). Magic and Rhetoric in ancient Greece. Harvard University Press.
Donawerth, J., Alvarez, M. L., Baden, A. G., Caulfield, J., Dove, L., Kerr, A., Lynch, W. M., Mack, E., Mason, M., Denise, D., Nelson, K., Peller, M. H., Porcarelli, P., Porter, C., Randall, R., Schoop, M., Sheehan, A., Shilling, S., & Schwenk, M. (1994). An Annotated Bibliography of the History of Non-Western Rhetorical Theory Before 1900. Rhetoric Society Quarterly, 24(3/4), 167–180.
Fahnestock, J. (1999). Rhetorical Figures in Science. Oxford University Press.
Fahnestock, J. (2005). Rhetorical Stylistics. Language and Literature, 14(3), 215–230.
Fahnestock, J. (2011). Rhetorical Style: The Uses of Language in Persuasion. University of Oxford Press.
Farnsworth, W. (2011). Farnsworth’s Classical English Rhetoric. David R. Godine.
Farrell, T. B. (2008). The Weight of Rhetoric: Studies in Cultural Delirium. Philosophy and Rhetoric, 41(4), 467–487.
Fillis, I., & Rentschler, R. (2008). Exploring Metaphor as an Alternative Marketing Language. European Business Review, 20(6), 492–514.
Foss, S. (2004). Rhetorical Criticism: Exploration & Practice (3rd ed.). Waveland Press.
Foss, S. (2018). Rhetorical Criticism: Exploration & Practice (5th ed.). Waveland Press.
Foss, S., Foss, K., & Trapp, R. (2002). Contemporary Perspectives on Rhetoric (3rd ed.). Waveland Press.
Foss, S. K. (1986). Ambiguity as Persuasion: The Vietnam Veterans Memorial. Communication Quarterly, 34(3), 326–340.
Foss, S. K. (2005). Theory of Visual Rhetoric. In K. Smith, S. Moriarty, G. Barbatsis, & K. Kenney (Eds.), Handbook of Visual Communication: Theory, Methods, and Media (pp. 163–174). Lawrence Erlbaum Associates.
Goldhaber, M. (1997). The Attention Economy and the Net. First Monday, 2(4), 1–11.
Greenwood, M., Jack, G., & Haylock, B. (2019). Toward a Methodology for Analyzing Visual Rhetoric in Corporate Reports. Organizational Research Methods, 22(3), 798–827.
Gries, L. (2015). Still Life with Rhetoric: A New Materialist Approach for Visual Rhetorics. Utah State University Press.
Guler, E. (2021). An Overview of Kut and Tore as the Pillars of the Turkish Rhetorical Tradition. In K. Lloyd (Ed.), The Routledge Handbook of Comparative World Rhetorics. Routledge.
Hayles, N. K. (2007). Hyper and Deep Attention: The Generational Divide in Cognitive Modes. Profession, 2007(1), 187–199.
Herrick, J. (2005). The History and Theory of Rhetoric: An Introduction (2nd ed.). Allyn and Bacon.
Hirschman, E. C. (1986). Humanistic Inquiry in Marketing Research: Philosophy, Method, and Criteria. Journal of Marketing Research, 23(3), 237–249.
Hirschman, E. C. (2007). Metaphor in the Marketplace. Marketing Theory, 7(3), 227–248.
Horton, R. (1995). The Rhetoric of Research. BMJ, 310(6985), 985.
Kant, I. (trans. P. Guyer and E. Matthews). (2000). Critique of the Power of Judgement. Cambridge University Press.
Kennedy, G. (1994). A New History of Classical Rhetoric. Princeton University Press.
Kennedy, G. (1997). Comparative Rhetoric: An Historical Sand Cross-Cultural Introduction. Oxford University Press.
Lakoff, G., & Johnson, M. (2003). Metaphors We Live By. University of Chicago Press.
Lanham, R. (1991). A Handlist of Rhetorical Terms. University of California Press.
Lanham, R. (2007). The Economics of Attention: Style and Substance in the Age of Information. University of Chicago Press.
Levitt, T. (1983). The Globalization of Markets. Harvard Business Review, May–June, pp.92–102.
Lloyd, K. (2021). Comparative World Rhetorics: The What and How. In K. Lloyd (Ed.), The Routledge Handbook of Comparative World Rhetorics. Routledge.
Locke, J. (1959 [1690]). An Essay Concerning Human Understanding, Vol. II (Alexander Campbell Fraser, Ed.). Dover.
Longaker, M., & Walker, J. (2011). Rhetorical Analysis: A Brief Guide for Writers. Longman.
Lusch, R. F., & Vargo, S. L. (2006a). Service-Dominant Logic: Reactions, Reflections and Refinements. Marketing Theory, 6(3), 281–288.
Lusch, R. F., & Vargo, S. L. (2006b). The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. M. E. Sharpe.
Lusch, R. F., & Vargo, S. L. (2014). Service-Dominant Logic: Premises, Perspectives, Possibilities. Oxford University Press.
Marsh, C. (2013). Classical Rhetoric and Modern Public Relations. Routledge.
Martin, J. (2014). Politics & Rhetoric: A Critical Introduction. Routledge.
Marzolf, M. (1978). American Studies—Ideas for Media Historians? Journalism History, 5(1), 13–16.
McCloskey, D. (1983). The Rhetoric of Economics. Journal of Economic Literature, 21(2), 481–517.
McCloskey, D. (1985). The Rhetoric of Economics. University of Wisconsin Press.
McCloskey, D. (1995). Metaphors Economists Live By. Social Research, 62(2), 215–237.
McCroskey, J. (2016). An Introduction to Rhetorical Communication: A Western Rhetorical Perspective (9th ed.). Routledge.
McQuarrie, E. F., & Mick, D. G. (1996). Figures of Rhetoric in Advertising Language. Journal of Consumer Research, 22(4), 424–438.
McQuarrie, E. F., & Mick, D. G. (1999). Visual Rhetoric in Advertising: Text-interpretive, Experimental, and Reader-Response Analyses. Journal of Consumer Research, 26(1), 37–54.
McQuarrie, E. F., & Mick, D. G. (2003). Re-Inquiries: Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising. Journal of Consumer Research, 29(4), 579–587.
Melfi, A. (2021). Foundations in Vedic Rhetorical Culture: Approaching Moksa Analogically. In K. Lloyd (Ed.), The Routledge Handbook of Comparative World Rhetorics. Routledge.
Melfi, B. A., Khoury, N., Samra, T., Bibliographies, G., Comments, V., Carter, T., Mao, L., Sirohi, P., Salhi, A., Rabbi, S., Skinnell, R., Angeli, L., & Cox, M. (2021). An Annotated Bibliography of Global and Non-Western Rhetorics: Sources for Comparative Rhetorical Studies. Present Tense: A Journal of Rhetoric in Society, 9(June 22). https://doi.org/10.2307/1354221
Middleton, P. (2005). Distant Reading: Performance, Readership, and Consumption in Contemporary Poetry. University of Alabama Press.
Miles, C. (2014). The Rhetoric of Managed Contagion: Metaphor and Agency in the Discourse of Viral Marketing. Marketing Theory, 14(1), 3–18.
Miles, C. (2018). Marketing, Rhetoric, and Control: The Magical Foundations of Marketing Theory. Routledge.
Munz, P. (1990). The Rhetoric of Rhetoric. Journal of the History of Ideas, 51(1), 121–142.
Nelson, J., Megill, A., & McCloskey, D. (Eds.). (1987). The Rhetoric of the Human Sciences: Language and Argument in Scholarship and Public Affairs. University of Wisconsin Press.
Nørreklit, H. (2003). The Balanced Scorecard: What Is the score? A Rhetorical Analysis of the Balanced Scorecard. Accounting, Organizations and Society, 28(6), 591–619.
O’Malley, L., Patterson, M., & Kelly-Holmes, H. (2008). Death of a Metaphor: Reviewing the ‘marketing as relationships’ Frame. Marketing Theory, 8(2), 167–187.
O’Reilly, D. (2000). On the Precipice of a Revolution with Hamel and Prahalad. Journal of Marketing Management, 16(1–3), 95–109.
O’Shaughnessy, N. (2002). Selling Terror: The Visual Rhetoric of Osama Bin Laden. Journal of Political Marketing, 1(4), 83–93.
Ott, B., & Dickinson, G. (2013). Entering the Unending Conversation: An Introduction to Rhetorical Criticism. In B. Ott & G. Dickinson (Eds.), The Routledge Reader in Rhetorical Criticism (pp. 1–14). Routledge.
Phillips, B. J., & McQuarrie, E. F. (2002). The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements 1954–1999. Journal of Advertising, 31(4), 1–13.
Potter, J. (2005). Representing Reality: Discourse, Rhetoric and Social Construction. Sage.
Reiter, B. (2013). The Dialectics of Citizenship: Exploring Privilege, Exclusion, and Racialization. Michigan State University Press.
Schiappa, E. (1990). Did Plato Coin Rhetorike? American Journal of Philology, 111(4), 457–470.
Scott, L. M. (1990). Understanding **gles and Needledrop: A Rhetorical Approach to Music in Advertising. Journal of Consumer Research, 17(2), 223–236.
Scott, L. M. (1994a). Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research. Journal of Consumer Research, 21(3), 461–480.
Scott, L. M. (1994b). Images in Advertising: The Need for a Theory of Visual Rhetoric. Journal of Consumer Research, 21(2), 252–273.
Scott, R., & Brock, B. (1972). Methods of Rhetorical Criticism: A Twentieth-Century Perspective. Harper & Row.
Scully, J. I. (1996). Machines Made of Words: The Influence of Engineering Metaphor on Marketing Thought and Practice, 1900 to 1929. Journal of Macromarketing, 16(2), 70–83.
Simon, H. A. (1971). Designing Organizations for an Information – Rich World. In M. Greenberger (Ed.), Computers, Communication, and the Public Interest. Johns Hopkins Press.
Smith, B. H. (2016). What Was “Close Reading”?: A Century of Method in Literary Studies. Minnesota Review, 2016(87), 57–75.
Smith, C. (2003). Rhetoric and Human Consciousness: A History. Waveland Press.
Stark, R. (2009). Rhetoric, Science, and Magic in Seventeenth-Century England. Catholic University of America Press.
Stern, B. B. (1988). Medieval Allegory: Roots of Advertising Strategy for the Mass Market. Journal of Marketing, 52(3), 84–94.
Stern, B. B. (1990). Other-Speak: Classical Allegory and Contemporary Advertising. Journal of Advertising, 19(3), 14–26.
Stern, B. B. (1991). Who Talks Advertising? Literary Theory and Narrative “Point of View”. Journal of Advertising, 20(3), 9–22.
Stern, B. B. (1993a). The Firm, the Author, and the Persona: A Literary Model of the Source of Advertising. Journal of Current Issues and Research in Advertising, 15(2), 15–24.
Stern, B. B. (1993b). Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses. Journal of Consumer Research, 19(4), 556.
Stern, B. B. (1994). A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient. Journal of Advertising, 23(2), 5–15.
Stern, B. B. (1996). Textual Analysis in Advertising Research: Construction and Deconstruction of Meanings. Journal of Advertising, 25(3), 61–73.
Stern, B. B., & Schroeder, J. E. (1994). Interpretative Methodology from Art and Literary Criticism: A Humanistic Approach to Advertising Imagery. European Journal of Marketing, 28(8/9), 114–132.
Sullivan, D. L. (2000). Kee** the Rhetoric Orthodox: Forum Control in Science. Technical Communication Quarterly, 9(2), 125–146.
Tadajewski, M. (2006). The Ordering of Marketing Theory: The Influence of McCarthyism and the Cold War. Marketing Theory, 6(2), 163–199.
Tuominen, P. (2007). Emerging Metaphors in Brand Management: Towards a Relational Approach. Journal of Communication Management, 11(2), 182–191.
Vargo, S. L. (2007). Paradigms, Pluralisms, and Peripheries: On the Assessment of the S-D Logic. Australasian Marketing Journal, 15(1), 105–108.
Vargo, S. L. (2008). Customer Integration and Value Creation: Paradigmatic Traps and Perspectives. Journal of Service Research, 11(2), 211–215.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17.
Vargo, S. L., & Lusch, R. F. (2013). Service Dominant Logic: Prologue and Prospects. Die Betriebswirtschaft, 73(2), 91–93.
Vatz, R. E. (1973). The Myth of the Rhetorical Situation. Philosophy & Rhetoric, 6(3), 154–161.
von Koskull, C., & Fougère, M. (2011). Service Development as Practice: A Rhetorical Analysis of Customer-Related Arguments in a Service Development Project. Scandinavian Journal of Management, 27(2), 205–220.
Weaver, S. (2010). Develo** a Rhetorical Analysis of Racist Humour: Examining Anti-black Jokes on the Internet. Social Semiotics, 20(5), 537–555.
Wichelns, H. A. (1925). The Literary Criticism of Oratory. In A. Drummond (Ed.), Studies in Rhetoric and Public Speaking in Honor of James Albert Winans. New York: Century.
Wu, H. (2021). From Oratory to Writing: An Overview of Chinese Classical Rhetoric (500 BCE - 220 CE). In K. Lloyd (Ed.), The Routledge Handbook of Comparative World Rhetorics. Routledge.
Wu, T. (2017). The Attention Merchants. Atlantic Books.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Miles, C. (2023). Rhetorical Analysis and Marketing Texts. In: The Marketing of Service-Dominant Logic. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-46510-9_2
Download citation
DOI: https://doi.org/10.1007/978-3-031-46510-9_2
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-031-46509-3
Online ISBN: 978-3-031-46510-9
eBook Packages: Business and ManagementBusiness and Management (R0)