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  1. Reconstructing Multimodal Arguments in Advertisements: Combining Pragmatics and Argumentation Theory.Fabrizio Macagno & Rosalice Botelho Wakim Souza Pinto - 2021 - Argumentation 35 (1):141-176.
    The analysis of multimodal argumentation in advertising is a crucial and problematic area of research. While its importance is growing in a time characterized by images and pictorial messages, the methods used for interpreting and reconstructing the structure of arguments expressed through verbal and visual means capture only isolated dimensions of this complex phenomenon. This paper intends to propose and illustrate a methodology for the reconstruction and analysis of “double-mode” arguments in advertisements, combining the instruments developed in social semiotics, pragmatics, (...)
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  • Topical Themes in Argumentation Theory: Twenty Exploratory Studies.Frans Hendrik van Eemeren & Bart Garssen (eds.) - 2012 - Dordrecht, Netherland: Springer.
    Topical Themes in Argumentation Theory brings together twenty exploratory studies on important subjects of research in contemporary argumentation theory. The essays are based on papers that were presented at the 7th Conference of the International Society for the Study of Argumentation in Amsterdam in June 2010. They give an impression of the nature and the variety of the kind of research that has recently been carried out in the study of argumentation. The volume starts with three essays that provide stimulating (...)
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  • Argumentation Theorists Argue that an Ad is an Argument.M. Louise Ripley - 2008 - Argumentation 22 (4):507-519.
    Using print ads and recognizing the role of visual images in argument (Groarke) and the presence of arguments in ads (Slade), this paper argues that the work of argumentation theorists from Aristotle to van Eemeren and Grootendorst can be used to support the thesis that ads are arguments. I cite as evidence definitions, demarcations, delineations, and descriptions of argument put forth by leading scholars in the field of argumentation. This includes Aristotle, Informal Logic, Toulmin (Claim, Data, Warrant, Backing, Qualifier, Rebuttal), (...)
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  • The Study of Visual and Multimodal Argumentation.Jens E. Kjeldsen - 2015 - Argumentation 29 (2):115-132.
    IntroductionIf we were to identify the beginning of the study of visual argumentation, we would have to choose 1996 as the starting point. This was the year that Leo Groarke published “Logic, art and argument” in Informal logic, and it was the year that he and David Birdsell co-edited a special double issue of Argumentation and Advocacy on visual argumentation . Among other papers, the issue included Anthony Blair’s “The possibility and actuality of visual arguments”. It was also the year (...)
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  • Camouflaging Truth: A Biological, Argumentative and Epistemological Outlook from Biological to Linguistic Camouflage.Tommaso Bertolotti, Emanuele Bardone & Lorenzo Magnani - 2014 - Journal of Cognition and Culture 14 (1-2):65-91.
    Camouflage commonly refers to the ability to make something appear as different from what it actually is, or not to make it appear at all. This concept originates from biological studies to describe a range of strategies used by organisms to dissimulate their presence in the environment, but it is frequently borrowed by other semantic fields as it is possible to camouflage one’s position, intentions, opinion etc.: an interesting conceptual continuum between the multiple denotations of camouflage seems to emerge from (...)
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  • Topical patterns in advertising.Chiara Pollaroli - unknown
    This research aims at unraveling relationships between rhetorical devices from elocutio and argumentative topoi from inventio in advertising. Studies on this topic have attempted to demonstrate not only that rhetorical devices condense argumentation schemes, but also that they have a strong argumentative force. I will try to achieve my goal by applying the Argumentum Model of Topics to a corpus of award-winning advertisements.
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