Communication and Rhetorical Studies
McAnulty College and Graduate School of Liberal Arts
Janie Harden Fritz
Ronald C. Arnett
integrated marketing communication, IMC, narrative, ethics, epideictic rhetoric
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.
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