SAGE Reference - Encyclopedia of Public Relations

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Archetypes and Rhetorical Theory

In: Encyclopedia of Public Relations
Edited by: Robert L. Heath
Subject:Public Relations, Public Relations

An archetype is frequently used as a metaphor and is an original ideal or classic model that taps into a primary human experience, such as birth, sex, or death. Prominent archetypes often come in ideographic paired oppositions, for example, light and ...

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  Heath, R. L. (2013). Archetypes and rhetorical theory. In Encyclopedia of public relations (Vol. 1, pp. 42-43). SAGE Publications, Inc., https://dx.doi.org/10.4135/9781452276236.n24
  
  Heath, Robert L. "Archetypes and Rhetorical Theory." In Encyclopedia of Public Relations, edited by Heath, Robert L., 42-43. Thousand Oaks, CA: SAGE Publications, Inc., 2013. https://dx.doi.org/10.4135/9781452276236.n24.
  
  Heath, R. L. 2013. Archetypes and Rhetorical Theory. In: Robert L. Heath Editor, 2013. Encyclopedia of Public Relations, Thousand Oaks, CA: SAGE Publications, Inc. pp. 42-43 Available at: <https://dx.doi.org/10.4135/9781452276236.n24> [Accessed 6 Jul 2022].
  
  Heath, Robert L. "Archetypes and Rhetorical Theory." Encyclopedia of Public Relations. Edited by Vol. 1. Thousand Oaks: SAGE Publications, Inc., 2013, pp. 42-43. SAGE Knowledge. 6 Jul 2022, doi: https://dx.doi.org/10.4135/9781452276236.n24.
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