Handbuch Werberhetorik

This volume provides a broad overview of rhetoric phenomena in advertising, taking into account historical aspects of advertising and the systematic dimensions of rhetoric, various advertising genres and diverse concepts of 'rhetoric'. It focuses on commercial and political advertising, but also devotes specific chapters to other advertising domains (e.g., in society, culture, academia, and sport).


Nina Janich, TU Darmstadt; Steffen Pappert, Universität Duisburg-Essen; Kersten Sven Roth, Universität Zürich