Introduction to Advertising, Marketing and Public Relations

A comprehensive guide to the language of argument, Rhetorical Style offers a renewed appreciation of the persuasive power of the English language. Drawing on key texts from the rhetorical tradition, as well as on newer approaches from linguistics and literary stylistics, Fahnestock demonstrates how word choice, sentence form, and passage construction can combine to create effective spoken and written arguments.

These days, we all need the ability to argue a case effectively in writing. Drawing on his long experience as a leading copywriter, Lindsay Camp shows how it's done-whether the 'end product' is a glossy magazine ad, a new business proposal, a page for the company website, or just a hasty email to your boss.

This book will provide you with the tools you need to think through how to match new (and old) technologies, materials, and processes with applications. It starts with key questions to ask, goes through the resources you'll need to answer them, and helps you think through who is most (and least) likely to deserve your trust. Next, it talks you through analyzing the information you've gathered in a systematic way. The book includes chapters on audience (and how to tailor your explanation to them), how to make a persuasive and structured technical argument, and how to write this up in a way that is credible and easy to follow.