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[ecrea] one day conference on Marketing (as) Rhetoric
Sun Jan 22 13:30:48 GMT 2017
1ST INTERNATIONAL CONFERENCE ON MARKETING (AS) RHETORIC
CALL FOR PAPERS
Bournemouth University, U.K., June 14th 2017
It is fifteen years since Tonks (2002) argued that “rhetoric needs to
have a more central location in making sense of marketing management”
(p. 806). How far has this clarion call been answered? Are we any closer
to an understanding of what it might mean to recast marketing theory and
practice as a rhetoric? Or are we all still in thrall to the latest
logic? To what degree has the ‘rhetorical turn’ in the human sciences
had an influence on scholarship and teaching in marketing? We hope to
enlist your contribution in starting to answer these and related
questions at the 1st International Conference on Marketing (as)
Rhetoric, to be held at Bournemouth University, June 14th, 2017 under
the auspices of the Promotional Cultures and Communication Centre’s
Advertising Research group.
While rhetorical approaches have become part of the standard toolbox in
management studies (Bonet & Saquet, 2010; Hartelius & Browning, 2008)
and have made a notable impact in economic scholarship (McCloskey, 1983,
1985) their adoption in marketing has been comparatively slow. A small
but dedicated group of advertising scholars have perhaps had the most
visible success in applying rhetorical criticism to a marketing topic
area (McQuarrie & Mick, 1992, 1996, 2003; Phillips & McQuarrie, 2002,
2004; Scott, 1994; Stern, 1998, 1990). At the same time, there has been
some investigation of the substantial part that rhetorical strategies
play in the success of our most valued marketing scholars and marketing
concepts (Brown, 2004, 2005; Hackley, 2003; Miles, 2010, 2013, 2015;
O’Reilly, 2000) as well as efforts to situate aspects of marketing
practice within a rhetorical frame (Marsh, 2013; Nilsson, 2015;
O’Shaughnessy & O’Shaughnessy, 2004; Palmer et al, 2014; Persuit, 2013;
Press & Arnould, 2014).
Given the historically central place that strategies of persuasion and
control have at the heart of marketing thought it is remarkable that
rhetoric remains such a rare framework for marketing thinking and
scholarship. Has academic marketing’s (unrequited) love for the
trappings of ‘science’ made rhetoric an unworthy research partner? Is
there something at the root of rhetoric that makes marketers
uncomfortable? Why are some young marketing scholars happy to adopt
discourse analysis but remain wary of the far more developed traditions
of rhetorical criticism? The International Conference on Marketing (as)
Rhetoric hopes to deals with these challenging questions. Additionally,
we are keen to encourage engagements with rhetorical themes across all
aspects of marketing theory and practice. Below is an indicative (but
not exclusive) list of possible research areas for papers:
* Rhetoric and the 'attention economy' (Lanham, 2007)
* Rhetorical strategies as marketing strategies
* Advertising/PR and rhetoric
* Rhetoric and social media marketing
* The rhetoric of marketing relationships
* The rhetoric of marketing pedagogy
* Rhetoric as a unifying theory for marketing
* Propaganda, political marketing, and rhetoric
* Sales and rhetoric
* Critical marketing / postmodern marketing and rhetorical theory and
* Explications of particular rhetorical figures and schools and their
relevance for marketing
* Contemporary rhetorical criticism and marketing theory
* Kairos and marketing techniques
* Logos/ethos/pathos as marketing frames
* Copia and marketing pedagogy
* Sophism and modern marketing
We particularly welcome contributions that examine the legacy of Sophism
as it relates to the marketing function and to the overall understanding
of marketing. Given that Laufer and Paredeise's (1990) dictum that
"marketing is the bureaucratic form of Sophism" was so clearly an
inspiration for Tonks’ (2002) own stance and that the reappraisal of
Sophism continues to go from strength to strength (Poulakos, 1983;
Lanham 1993, 2007; Cassin, 2000; Corey, 2015; Tindale, 2010), we would
encourage scholars to continue this line of investigation and submit
abstracts which examine the relationships between Sophism and all
aspects of marketing.
We also invite contributions from scholars with an interest in marketing
and rhetoric but residing in fields other than marketing, including
organization studies, human resource, management, leadership, etc., as
well as scholars from other disciplines, including rhetoric, sociology,
philosophy, linguistics, cultural studies, etc.
Conference Date: 14 June 2017
* Dr. Nicholas O'Shaughnessy (Visiting Professor in the Department of
War Studies King's College London, Centre for Strategic Communications;
Professor of Communications, Queen Mary University of London)
* Dr. Chris Hackley (Professor of Marketing, Royal Holloway University
Conference Location: Bournemouth University, Talbot Campus, Dorset,
Conference registration: £50
Conference website/registration page:
Abstracts: Abstracts of 250 words to be submitted to
(cjmiles /at/ bournemouth.ac.uk) by 14th March
Review procedure: Notification of acceptance of abstracts will be
communicated by 5th April.
* Dr. Chris Miles (Department of Corporate and Marketing Communication,
Bournemouth University, UK). Email: (cjmiles /at/ bournemouth.ac.uk)
* Dr. Tomas Nilsson (Department of Marketing, Linnaeus University,
Sweden). Email: (tomas.nilsson /at/ lnu.se)
Bonet, E., & Sauquet, A. (2010). Rhetoric in management and in
management research. Journal of Organizational Change Management, 23(2),
Brown, S. (2004). Writing Marketing: The Clause That Refreshes. Journal
of Marketing Management, 20(3–4), 321–342.
Brown, S. (2005). Writing Marketing: Literary Lessons form Academic
Authorities. London, Sage.
Cassin, B. (2000). Who’s Afraid of the Sophists? Against Ethical
Correctness. Hypatia, 15(4), 102-120.
Corey, D. (2015). The Sophists in Plato’s Dialogues. Albany, State
University of New York Press.
Hackley, C. (2003). “We Are All Customers Now . . .” Rhetorical Strategy
and Ideological Control in Marketing Management Texts. Journal of
Management Studies, 40(5), 1325–1352.
Hartelius, E. J., & Browning, L. D. (2008). The Application of
Rhetorical Theory in Managerial Research: A Literature Review.
Management Communication Quarterly, 22(1), 13–39.
Lanham, R. (1993). The Electronic Word: Democracy, Technology, and the
Arts. Chicago. University of Chicago Press
Lanham, R. (2007). The Economics of Attention: Style And Substance In
The Age Of Information. Chicago, University of Chicago Press.
Laufer, R., & Paradeise, C. (1990). Marketing Democracy: Public Opinion
and Media Formation in Democratic Societies. London, Transaction Publishers.
Marsh, C. (2013). Classical Rhetoric and Modern Public Relations.
McCloskey, D. (1983). The rhetoric of economics. Journal of Economic
Literature, 21(2), 481–517.
McCloskey, D. (1985). The Rhetoric of Economics. Madison, University of
McQuarrie, E. F., & Mick, D. G. (1992). On Resonance: A Critical
Pluralistic Inquiry Into Advertising Rhetoric. The Journal of Consumer
Research, 19(2), 180–197.
McQuarrie, E. F., & Mick, D. G. (1996). Figures of Rhetoric in
Advertising Language. Journal of Consumer Research, 22(4), 424–438.
McQuarrie, E. F., & Mick, D. G. (2003). Re-Inquiries: Visual and verbal
rhetorical figures under directed processing versus incidental exposure
to advertising. Journal of Consumer Research, 29(4), 579–87.
Miles, C. (2010). Interactive Marketing: Revolution or Rhetoric? London,
Miles, C. (2014). The rhetoric of managed contagion: Metaphor and agency
in the discourse of viral marketing. Marketing Theory, 14(1), 3-18.
Miles, C. (2014). Rhetoric and the foundation of the Service-Dominant
Logic. Journal of Organizational Change Management, 27(5), 744–755.
Nilsson, T. (2015). Rhetorical Business: A study of marketing work in
the spirit of contradiction. Lund, Lund University.
O’Reilly, D. (2000). On the Precipice of a Revolution with Hamel and
Prahalad. Journal of Marketing Management, 16(1–3), 95–109.
O’Shaughnessy, J. & O’Shaughnessy, N. (2004). Persuasion in Advertising.
Palmer, M., Simmons, G., & Mason, K. (2014). Web-based social movements
contesting marketing strategy: The mobilisation of multiple actors and
rhetorical strategies. Journal of Marketing Management, 30(3–4), 383–408.
Persuit, J. (2013). Social Media and Integrated Marketing Communication:
A Rhetorical Approach. New York, Lexington Books.
Press, M., & Arnould, E. J. (2014). Narrative transparency. Journal of
Marketing Management, 30(13–14), 1353–1376.
Phillips, B. J., & McQuarrie, E. F. (2002). The development, change, and
transformation of rhetorical style in magazine advertisements 1954-1999.
Journal of Advertising, 31(4), 1–13.
Phillips, B. J., & McQuarrie, E. F. (2004). Beyond Visual Metaphor: A
New Typology of Visual Rhetoric in Advertising. Marketing Theory, 4(1),
Poulakos, J. (1983). Toward a Sophistic Definition of Rhetoric.
Philosophy & Rhetoric
Scott, L. M. (1994). Images in advertising: The need for a theory of
visual rhetoric. The Journal of Consumer Research, 21(2), 252–273.
Stern, B. B. (1988). Medieval allegory: Roots of advertising strategy
for the mass market. The Journal of Marketing, 52(3), 84–94.
Stern, B. B. (1990). Other-speak: classical allegory and contemporary
advertising. Journal of Advertising, 19(3), 14–26.
Tindale, C. (2010). Reason’s Dark Champions: Constructive Strategies of
Sophistic Argument. Columbia, University of South Carolina Press.
Tonks, D. (2002). Marketing as Cooking: The Return of the Sophists.
Journal of Marketing Management, 18(7–8), 803–822.
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