Argumentation 16 (2):157-178 (2002)

Christina Slade
University of Sydney
This paper argues that advertisements have been wrongly conceived as appealing to the irrational. Advertisements contain a structure of argumentation, but often far more complex than would initially appear. Advertisements give reasons for consumers to choose products, voters to elect a candidate, or citizens to alter their behavior. The way they do so is to best explained in terms of their argumentative structure
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DOI 10.1023/A:1015512825071
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