Integrated Marketing Communication as Epideictic Rhetoric and Its Implications for Ethical Branding

<p>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.</p>

Name thesis:degree_name

PhD

Level thesis:degree_level

Immediate Access

Discipline thesis:degree_discipline

Communication and Rhetorical Studies

Year dc:date.available

2017

Author dc:creator

• McFadden, Tricia

Contributors dc:contributor

• Janie Harden Fritz
• Ronald C. Arnett
• Richard Thames

• integrated marketing communication
• IMC
• narrative
• ethics
• epideictic rhetoric
• Marketing
• Rhetoric

Language dc:language

English

Repository record dc:identifier

https://dsc.duq.edu/etd/239

OAI identifier oai:identifier

oai:dsc.duq.edu:etd-1242