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Topical patterns in advertising
Abstract
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.Links
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Similar books and articles
Commentary on: Chiara Pollaroli's "T(r)opical patterns in advertising".Gilbert Plumer - 2013 - In M. Lewiński D. Mohammed (ed.), Virtues of Argumentation. Proceedings of the 10th International Conference of the Ontario Society for the Study of Argumentation [CD-ROM]. Centre for Research in Reasoning, Argumentation and Rhetoric, and the University of Windsor. pp. 1-5.
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Citations of this work
The Study of Visual and Multimodal Argumentation.Jens E. Kjeldsen - 2015 - Argumentation 29 (2):115-132.
Towards an integrated argumentative approach to multimodal critical discourse analysis: evidence from the portrayal of refugees and immigrants in Greek newspapers.Dimitris Serafis, Sara Greco, Chiara Pollaroli & Chiara Jermini-Martinez Soria - 2020 - Critical Discourse Studies 17 (5):545-565.
Reconstructing Multimodal Arguments in Advertisements: Combining Pragmatics and Argumentation Theory.Fabrizio Macagno & Rosalice Botelho Wakim Souza Pinto - 2021 - Argumentation 35 (1):141-176.
The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising.Sabrina Mazzali-Lurati, Chiara Pollaroli & Daniela Marcantonio - 2019 - Informal Logic 39 (4):497-530.
References found in this work
Metaphors we live by.George Lakoff & Mark Johnson - 1980 - Chicago: University of Chicago Press. Edited by Mark Johnson.
Speech Genres and Other Late Essays.Brian W. Shaffer, M. M. Bakhtin, Vern W. McGee, Caryl Emerson & Michael Holquist - 1986 - Substance 17 (3):58.
Multimodal Metaphor.Eduardo Urios-Aparisi & Charles J. Forceville (eds.) - 2009 - Mouton de Gruyter.
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