Defense Date
11-3-2017
Graduation Date
Fall 1-1-2017
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
Janie Harden Fritz
Committee Member
Ronald C. Arnett
Committee Member
Richard Thames
Keywords
integrated marketing communication, IMC, narrative, ethics, epideictic rhetoric
Abstract
Traced to ancient scholarship, rhetoric, and the philosophy of communication and through interpretive perspectives, rhetoric, narrative and ethics have been established grounding of communication and social structures. IMC has emerged as a contemporary genre of epideictic rhetoric with ethical obligations to our postmodern polis. Through the redefining of the branding metaphor within an ethical, grounded and narrative framework, the focus on ethos and connection to the audience through Schrag’s “fitting response” may combat the previous challenges of narrative and marketing and its deconstructive effects. IMC as communicative praxis engages branding discourse in action with texture as the bonding agent between the brand and audience, thereby, opening a dialogue to conduct IMC within an ethical framework in a dynamic global marketplace.
Language
English
Recommended Citation
McFadden, T. (2017). Integrated Marketing Communication as Epideictic Rhetoric and Its Implications for Ethical Branding (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/239