Rhetorical Analysis and Marketing Texts

Chris Miles
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Chris Miles: Bournemouth University

Chapter 2 in The Marketing of Service-Dominant Logic, 2023, pp 23-67 from Springer

Abstract: 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.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-46510-9_2

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DOI: 10.1007/978-3-031-46510-9_2

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