Defense Date

4-1-2022

Graduation Date

Spring 5-13-2022

Availability

Immediate Access

Submission Type

dissertation

Degree Name

PhD

Department

Communication and Rhetorical Studies

School

McAnulty College and Graduate School of Liberal Arts

Committee Chair

Dr. Richard H. Thames, PhD

Committee Member

Janie M. Harden Fritz, PhD

Committee Member

Ronald C. Arnett, PhD

Keywords

Isocrates, Advertising, Communication, Rhetoric, Marketing, Logos, Hymn to Logos, Ethos, Pathos

Abstract

This study in communication and rhetoric seeks to ascertain constructive applications for distinct advertising practices by examining Isocrates’s work and place in postmodern advertising. The focus uses 5 principles known to Isocrates which are: 1) commonwealths of households, 2) integration of reputation, elegance, substance and style, 3) education and public discourse, 4) phronesis and praxis, and 5) truth and verisimilitude. These 5 principles can form a constructive and practical advertising approach. This study is important. It examines Isocrates through the lens of advertising and extends the research done about him by leading Isocrates scholars who have looked primarily at his contributions to education, rhetoric and public discourse. Through the use of his “Hymn to Logos” Isocrates gives rhetoric, and by extension advertising, a form of cultural validity, which produces and sustains bonds within society.

Language

English

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