ERIC Number: EJ391911
Record Type: Journal
Publication Date: 1988
The Rhetoric of Issue Advertising: A Rationale, a Case Study, a Critical Perspective--And More.
Heath, Robert L.
Central States Speech Journal, v39 n2 p99-109 Sum 1988
Supports the use of issue advertising. Argues that speech communication scholars can facilitate the responsible and effective use of issue ads. Reviews critics and proponents of issue advertising. Develops a rationale to guide the practice of issue advertising. Examines issue advertising in the current pro-nuclear campaign. (MS)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A