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, (...) and argumentation theory. An advertisement is processed through a five-step path. The analysis of its context, text genre, and images leads to a first representation of the messages that it encodes both pictorially and verbally (step 1). These first semantic representations are further enriched by including their polyphonic articulations and presuppositions (step 2), their explicatures (step 3), and their dialogical functions and illocutionary forces (step 4). These pragmatic steps retrieve the commitment structure of the ad, which allows a further argument analysis conducted through argumentation schemes (step 5). (shrink)

Benson, R.. Who stole the funny? A novel of Hollywood. New York: Harper Entertainment. 349 pp. $13.95. Bezanson, R.P.. How free can the press be? Champaign, IL: University of Il...

Haas, T.. The pursuit of public journalism: Theory, practice, and criticism. New York: Routledge. 193 pp., $24.95. Kitch, C. & Hume, J.. Journalism in a culture of grief. New Yo...

From a critical rationalist perspective, I look at a fragment of the debate on shale gas exploration in the UK in order to make a proposal on the nature and representation of “conductive” argumentation, arguing it should not be viewed as a single argument, but in relation to deliberation as genre. There is no “conductive argumentation”, only various possible outcomes of deliberation, seen as critical testing of (alternative) proposals.

This book contains 20 essays tracing the work of David Zarefsky, a leading North American scholar of argumentation from a rhetorical perspective. The essays cohere around 4 general themes: objectives for studying argumentation rhetorically, approaches to rhetorical study of argumentation, patterns and schemes of rhetorical argumentation, and case studies illustrating the potential of studying argumentation rhetorically. These articles are drawn from across Zarefsky’s 45-year career. Many of these articles originally appeared in publications that are difficult to access today, and this (...) collection brings the reader up to date on the topic. Zarefsky’s scholarship focuses on the role of language in political argumentation, the ways in which argumentation creates public knowledge and belief, the influence of framing and context on what is said and understood, the deployment of particular patterns and schemes of argumentation in public reasoning, and the influence of debate on politics and governance. All these topics are addressed in this book. Each of the conceptual essays includes brief application to specific cases, and five extended case studies are also presented in this volume. The case studies cover different themes: two explore famous political debates, the third focuses on presidential rhetoric across the course of United States history, the fourth on the arguments for liberalism at a time of political polarization, and the fifth on the contemporary effort to engage the United States with the Muslim world. This book is of interest to scholars in the fields of philosophy, logic, law, philosophy of law, and legal history. The range of topics and concepts addressed, the interplay of concepts and cases and the unifying perspective of rhetorical argumentation make this book a valuable read for students of argumentative practice, whether rhetorically or otherwise. (shrink)

Mercier and Sperber (2011a, 2011b; Mercier, 2011a, 2011b, 2011c, and 2011d) have presented a stimulating and provocative new theory of reasoning: the argumentative theory of reasoning. They maintain that argumentation is a meta-representational module. In their evolutionary view of argumentation, the function of this module would be to regulate the flow of information between interlocutors through persuasiveness on the side of the communicator and epistemic vigilance on the side of the audience. The aim of this paper is to discuss the (...) perspective of the authors in which they conceive this competence as the natural scenario of reflective reasoning. (shrink)

In this paper the conception of argumentation theory as applied epistemology is discussed. The point of departure is the description of four perspectives that are considered as founders of the modern theory of argumentation, in order to observe whether there was a similar concept in those theories or if they provided the patterns to go into that direction. Further on the reasons why contemporary scholars have given this emphasis to the notion of argumentation theory is discussed. En este artículo se (...) discute la visión de la teoría de la argumentación como una forma de epistemología aplicada. El punto de partida es la descripción de cuatro perspectivas que se consideran fundadoras de la teoría moderna de la argumentación, para desde allí observar si en ellas hubo un concepto similar o si se dieron las pautas para tomar esa dirección. Luego, se reflexiona en torno a las razones por las que los teóricos posteriores han dado énfasis a esta visión de la teoría de la argumentación. (shrink)

In what way were the messages conveyed in Romanian advertisements influenced by the state of emergency declared due to COVID-19 pandemic? What kind of visual and textual messages did advertisements deliver to the target audience in this unique social context? Were there any specifics regarding their narrative or visuals? Based on the aforementioned questions, our hypothesis is that some Romanian advertisements that were distributed during the state of emergency had a social responsibility message, which is rather uncommon in commercials. The (...) first part of our study will underline the theoretical framework of this problem: defining and explaining social responsibility and its implications. The second part of the study will present our research. Its aim is to conduct a qualitative analysis of the advertising discourse from pragmatic, rhetoric and semiotic perspectives. The corpus of our research consists of several advertisements and campaigns that were most visible in the public sphere during the state of emergency, both online. We will start by identifying the visual elements, narrative techniques and argumentative strategies, explaining the way they function as an instrument to increase social responsibility. We will approach the message of the advertisements from a speech acts theory point of view, then undergo a process of identifying the argumentative tactics that are being used and, finally, we will conduct a semiotic analysis. In the end, we will underline a series of conclusions regarding the narrative and the visual specifics of the analysed contents and we will highlight some ethical aspects of the advertisements. (shrink)

By presenting a case study based on the argumentative analysis of news in the press, this article introduces and discusses strategic manoeuvring with contextual frames. Drawing on the linguistic notion of frame, I introduce the concept of contextual frame to refer to the news context, that is, the background against which a certain event is presented as a piece of news. I argue that newspapers and journalists make use of contextual frames in the apparently neutral genre of news reporting to (...) propose specific interpretations of the facts at issue, which become the basis for explicit comments and editorials. To show how this works, I investigate in detail a case of newspaper coverage of a complex episode using the pragma-dialectical notion of strategic manoeuvring and the Argumentum Model of Topics to analyse argument schemes. I show that, in the use of contextual frames, there is a prominent relation between presentational devices and topical potential; contextual frames provide the implicit material premises which are at the basis of argumentations through which newspapers interpret and comment on the news. (shrink)

Measurement is said to be the basis of exact sciences as the process of assigning numbers to matter (things or their attributes), thus making it possible to apply the mathematically formulated laws of nature to the empirical world. Mathematics and empiria are best accorded to each other in laboratory experiments which function as what Nancy Cartwright calls nomological machine: an arrangement generating (mathematical) regularities. On the basis of accounts of measurement errors and uncertainties, I will argue for two claims: 1) (...) Both fundamental laws of physics, corresponding to ideal nomological machine, and phenomenological laws, corresponding to material nomological machine, lie, being highly idealised relative to the empirical reality; and also laboratory measurement data do not describe properties inherent to the world independently of human understanding of it. 2) Therefore the naive, representational view of measurement and experimentation should be replaced with a more pragmatic or practice-based view. (shrink)

The relationship between teaching and argumentation is becoming a crucial issue in the field of education and, in particular, science education. Teaching has been analyzed as a dialogue aimed at persuading the interlocutors, introducing a conceptual change that needs to be grounded on the audience’s background knowledge. This paper addresses this issue from a perspective of argumentation studies. Our claim is that argumentation schemes, namely abstract patterns of argument, can be an instrument for reconstructing the tacit premises in students’ argumentative (...) reasoning and retrieving the background beliefs that are the basis of their arguments. On this perspective, the process of premise reconstruction is followed by a heuristic reasoning process aimed at discovering the students’ previous intuitions that can explain the premises and concepts that are left unexpressed in their arguments. The theoretical insights advanced in this paper are illustrated through selected examples taken from activities concerning predictive claims on scientific issues. (shrink)

ABSTRACTThis article aims to make a methodological contribution to the ‘argumentative turn’ in policy analysis and to the understanding of the public debate on the UK Government's austerity policies. It suggests that policy arguments are practical arguments from circumstances, goals and means–goal relations to practical conclusions that can ground decision and action. Practical proposals are evaluated in light of their potential consequences. This article proposes a deliberation scheme and a set of critical questions for the evaluation of deliberation and decision-making (...) in conditions of incomplete knowledge. It illustrates these questions by analysing a corpus of articles from five newspapers over the two months following the adoption of the first austerity budget in June 2010. It also suggests how analysis of ‘frames’ and ‘framing’ can be integrated with the evaluation of deliberation and decision-making. (shrink)

This paper proposes a new theorization of the concept of ‘framing’, in which argumentation has a central role. When decision-making is involved, to ‘frame’ an issue amounts to offering the audience a salient and thus potentially overriding premise in a deliberative process that can ground decision and action. The analysis focuses on the Roşia Montană case, a conflict over policy that led, in September 2013, to the most significant public protests in Romania since the 1989 Revolution.

This paper proposes a dialectical profile of critical questions attached to the deliberation scheme. It suggests how deliberation about means and about goals can be integrated into a single recursive procedure, and how the practical argument from goals can be integrated with the pragmatic argument from negative consequences. In a critical rationalist spirit, it argues that criticism of a proposal is criticism of its consequences, aimed at enhancing the rationality of decision-making in conditions of uncertainty and risk.

The detection of hate speech and fake news in political discourse is at the same time a crucial necessity for democratic societies and a challenge for several areas of study. However, most of the studies have focused on what is explicitly stated: false article information, language that expresses hatred, derogatory expressions. This paper argues that the explicit dimension of manipulation is only one – and the least problematic – of the risks of political discourse. The language of the unsaid is (...) much more dangerous and incomparably more difficult to detect, hidden in different types of fallacies and inappropriate uses of emotive language. Through a threefold coding scheme based on the instruments of argumentation theory and pragmatics, a corpus of argumentative tweets published by 4 politicians (Matteo Salvini, Donald Trump, Jair Bolsonaro, and Joseph Biden) within 6 months from their taking office (corresponding to the official end of their election campaign) is analyzed, detecting the types of argument, the fallacies, and the uses and misuses of “emotive words.” This coding results in the argumentation profiles of the speakers, which are compared statistically to show their different implicit strategies and deceptive tactics. (shrink)

The article develops and justifies, on the basis of the epistemological argumentation theory, two central pieces of the theory of evaluative argumentation interpretation: 1. criteria for recognizing argument types and 2. rules for adding reasons to create ideal arguments. Ad 1: The criteria for identifying argument types are a selection of essential elements from the definitions of the respective argument types. Ad 2: After presenting the general principles for adding reasons (benevolence, authenticity, immanence, optimization), heuristics are proposed for finding missing (...) reasons, for deductive arguments, e.g., semantic tableaux are suggested. (shrink)

This paper presents the concept of relevance in argumentation theory analyzed from a pragma-rhetorical angle. Special attention will be given to examples in which relevance is determined by the extended social context of the use of presentational devices in controversies. The analysis of examples will include the rhetorical concept of decorum, maintaining that a different emphasis should be given to the role of the speaker in the determination of relevance.

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.

Sperber and Mercier maintain that argumentation is a meta-representational module. In their evolutionary view of argumentation, the function of this module would be to regulate the flow of information between interlocutors through persuasiveness on the side of the communicator and epistemic vigilance on the side of the audience. The aim of this paper is to discuss this definition of argumen-tation by analyzing what they mean by “communicator’s persuasiveness” and “audience epistemic vigilance”.

If dialogue is a necessary condition for argument, argumentation in oratory becomes questionable, since rhetoric is not a dialogically structured activity. If special norms apply to the ‘solo’ performances of rhetoric, the orator’s activity may be more appropriately described as reasoning than as arguing. By analyzing in what respect rhetorical texts can be interpreted as dialogue-based and subject to criteria of Informal Logic, the virtues of rhetorical argumentation in contrast to logic and dialectic emerge.