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), (...) Johnson and Blair (argument as “reasons or evidence as grounds or support for an opinion”), Gilbert (Multi-Modal Argumentation), and van Eemeren and Grootendorst (argumentation as a social activity and pragma-dialectics). I show how, although just fitting a particular advertisement to someone’s definition does not mean that all ads are arguments, nevertheless, the fact that we can find in an ad all these elements from this variety of scholars over time, leaves us reasonably secure in stating that an ad is indeed an argument. Since my argument would be the same for practically any ad, I am using only one ad. I do, however, use the kind of ad that is least likely to seem to be an argument: an ad with few words, an ad which is mostly visual. If I can show how even an almost entirely visual ad can be analyzed as an argument using the terms of all these scholars of argumentation, I will maintain that most ads could be analyzed in the same way. (shrink)

En este trabajo proponemos un análisis de los esquemas de argumento por signo que fueron identificados en las etiquetas interpretativas de las exposiciones permanentes de los museos de la región de la Araucanía. Se analizan cualitativa y críticamente tres casos de los veintiún esquemas por signo identificados. Las herramientas teóricas esgrimidas proceden de la pragma-dialéctica y la lógica informal. Nuestro objetivo es caracterizar los esquemas por signo identificados en las etiquetas de las exhibiciones de los museos de la Araucanía, en (...) la búsqueda de orientar su manejo en el diseño de exhibiciones museísticas significativas. Para ello, hemos desarrollado una matriz metodológica que adopta el levantamiento de una estructura argumental. Así, fue posible identificar los puntos de vista como las razones que lo justifican, además de identificar los esquemas argumentativos, a los cuales se les ha aplicado sus respectivas preguntas críticas. El análisis nos permitió concluir que en el empleo del esquema por signo siempre es necesario apoyarse en el entorno cercano donde se maneja el argumento, esto incluye la noción de lugar o de territorio en sus distintos niveles de significación. Asimismo, se ha comprobado como fundamental la incorporación de la tercera pregunta crítica al esquema por signo, la cual hace referencia al contexto donde se presenta el argumento. Por último, se ha detectado que los esquemas considerados complejos también realizan una referencia al lugar, pero con la utilización y combinación de variadas figuras retóricas, como la resignificación o sustitución. (shrink)

This paper joins the voices warning against hasty transference of legal concepts of presumption to other kinds of argumentation, especially to deliberation about future acts and policies. Comparison of the pragmatics which respectively constitute the illocutionary acts of accusing and proposing reveals important differences in the ways presumptions prompt accusers and proposers to undertake probative responsibilities and, also, points to corresponding differences in their probative duties. This comparison has theoretically important implication regarding the norms governing persuasive argumentation. The paper is (...) based on a broadly Gricean account of speech acts. (shrink)

Some conspicuous characteristics of argumentation as we all know this phenomenon from our shared everyday experiences are in my view vital to its theoretical treatment because they should have methodological consequences for the way in which argumentation research is conducted. To start with, argumentation is in the first place a communicative act complex, which is realized by making functional verbal communicative moves.

How do Dutch people let each other know that they disagree? What do they say when they want to resolve their difference of opinion by way of an argumentative discussion? In what way do they convey that they are convinced by each other’s argumentation? How do they criticize each other’s argumentative moves? Which words and expressions do they use in these endeavors? By answering these questions this short essay provides a brief inventory of the language of argumentation in Dutch.

Pragma-dialectics is dynamic, context-sensitive, and multi-agent; it promises theories of fallacy and argumentative structure. But pragma-dialectic theory and practice are not yet fully in harmony. Key definitions of the theory fall short of explicating the analyses that pragma-dialecticians actually do. Many discussions involve more than two participants with different and mutually incompatible standpoints. Success in such a discussion may be more than success against each opponent. Pragma-dialectics does well at analyzing arguments advanced by one party, directed at another party; it (...) does much less well at analyzing arguments directed at several opponents at once or at convincing an audience. I suggest a strategy of construing fallacies as defeasible arguments relying on reasonable default principles but applying them in circumstances in which they are undercut or overridden. (shrink)

semantic minimalism and moderte contextualism.

Computer tools are increasingly used to support the analysis of argumentative texts. Generic support for argumentation analysis is helpful, but catering to the requirements of specific theoretical approaches has additional advantages. Although the pragma-dialectical method of analyzing argumentative texts is widely used, no dedicated computational support tools exist. An outline is presented for the development of such tools, that starts with the formal approximation of the pragma-dialectical ideal model of a critical discussion.