Graduation Date

Fall 11-3-2017

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

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