Abstract

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.