Literaturnachweis - Detailanzeige
Autor/in | Heath, Robert L. |
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Titel | The Rhetoric of Issue Advertising: A Rationale, a Case Study, a Critical Perspective--And More. |
Quelle | In: Central States Speech Journal, 39 (1988) 2, S.99-109 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
Schlagwörter | Advertising; Case Studies; Communication Research; Higher Education; Organizational Communication; Organizational Effectiveness; Organizational Objectives; Public Policy; Public Relations; Rhetorical Criticism |
Abstract | Supports the use of issue advertising. Argues that speech communication scholars can facilitate the responsible and effective use of issue ads. Reviews critics and proponents of issue advertising. Develops a rationale to guide the practice of issue advertising. Examines issue advertising in the current pro-nuclear campaign. (MS) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |