Argumentation and emotional cognition in advertisements

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Abstract

From Spinoza to today, it has been noted that human beings respond to what is unusual in our lives. The advertising community knows this and struggles to find ways to be unusual in the face of an estimated 3,500 ads per day. One way is through emotion. This paper examines arguments made in advertisements where emotional cognition is appealed to and how they differ from ads that appeal to rational cognition.

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Coalescent argumentation.Michael A. Gilbert - 1995 - Argumentation 9 (5):837-852.

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