Media Brands: Rhetorical Perspectives beyond Design and Visual Identity

Stefan Serezliev

University of Veliko Tarnovo


Abstract: Media brand building and management is in the center of academic research and professional practice. The author argues that these processes in media branding increasingly acquire a multidisciplinary character where the role of visual rhetoric becomes a leading one. The main task of the study: the future intersections between these multidisciplinary perspectives.

Keywords: brand, brand management, media brand, media branding, design, visual rhetoric, multimodal arguments.

Rhetoric and Communications Journal, Issue 40, July 2019

Read the Original in Bulgarian