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Strategic Maneuvering in Direct to Consumer Drug Advertising: A Study in Argumentation Theory and New Institutional Theory
Argumentation 22 (3):359-371 (2008)
Abstract
New Institutional Theory is used to explain the context for argumentation in modern practice. The illustration of Direct to Consumer Drug advertising is deployed to show how communicative argument between a doctor and patient is influenced by force exogenous to the practice of medicine. The essay shows how strategic maneuvering shifts the burden of proof within institutional relations.Author's Profile
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Citations of this work
Argumentative Patterns in Over-the-Counter Medicine Advertisements.A. Francisca Snoeck Henkemans - 2016 - Argumentation 30 (1):81-95.
Reasonableness and Effectiveness in Argumentative Discourse: Fifty Contributions to the Development of Pragma-Dialectics.Bart Garssen, Frans Eemeren & Frans H. van Eemeren (eds.) - 2015 - Cham, Switzerland: Springer Verlag.
References found in this work
The new rhetoric: a treatise on argumentation.Chaïm Perelman - 1969 - Notre Dame, [Ind.]: University of Notre Dame Press. Edited by Lucie Olbrechts-Tyteca.
A Systematic Theory of Argumentation: The Pragma-Dialectical Approach.Frans H. Van Eemeren & Rob Grootendorst - 2003 - Cambridge University Press.
The New Rhetoric: A Treatise on Argumentation.Ch Perelman, L. Olbrechts-Tyteca, John Wilkinson & Purcell Weaver - 1969 - Philosophy and Rhetoric 3 (4):249-254.
A Systematic Theory of Argumentation: The Pragma-Dialectical Approach.Frans Hendrik van Eemeren & Rob Grootendorst - 2003 - Cambridge, England: Cambridge University Press.
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