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)

This paper advances the following criticisms against the received view of implicatures: (1) implicatures are relations of pragmatic implication and not attempts to convey particular speaker meanings; (2) conversational implicatures are non-cancellable; (3) generalised conversational implicatures and conventional implicatures are necessary to preserve the cooperative assumption employing a conversational maxim of conveyability; (4) implicatures should be divided into utterance implicatures and assumption implicatures, not speaker implicatures and sentence implicatures; (5) trivial implicatures are genuine implicatures; (6) Grice’s theory of conversation cannot (...) explain most of his examples of particularised conversational implicatures; (7) the apparent attempts of explicit cancellation of implicatures are apologies, not attempts to avoid misunderstandings. (shrink)

Lying is standardly distinguished from misleading according to how a disbelieved proposition is conveyed. To lie, a speaker uses a sentence to say a proposition she does not believe. A speaker merely misleads by using a sentence to somehow convey but not say a disbelieved proposition. Front-and-center to the lying/misleading distinction is a conception of what-is-said by a sentence in a context. Stokke (2016, 2018) has recently argued that the standard account of lying/misleading is explanatorily inadequate unless paired with a (...) theory where what-is-said by a sentence is determined by the question under discussion or QUD. I present two objections to his theory, and conclude that no extant theory of what-is-said enables the standard account of the lying/misleading distinction to be explanatorily adequate. (shrink)

This book shows how research in linguistic pragmatics, philosophy of language, and rhetoric can be connected through argumentation to analyze a recognizably common strategy used in political and everyday conversation, namely the distortion of another’s words in an argumentative exchange. Straw man argumentation refers to the modification of a position by misquoting, misreporting or wrenching the original speaker’s statements from their context in order to attack them more easily or more effectively. Through 63 examples taken from different contexts (including political (...) and forensic discourses and dialogs) and 20 legal cases, the book analyzes the explicit and implicit types of straw man, shows how to assess the correctness of a quote or a report, and illustrates the arguments that can be used for supporting an interpretation and defending against a distortion. The tools of argumentation theory, a discipline aimed at investigating the uses of arguments by combining insights from pragmatics, logic, and communication, are applied to provide an original account of interpretation and reporting, and to describe and illustrate tactics and procedures that can be used and implemented for practical purposes.. This book will appeal to scholars in the fields of political communication, communication in general, argumentation theory, rhetoric and pragmatics, as well as to people working in public speech, speech writing, and discourse analysis. (shrink)

semantic minimalism and moderte contextualism.

Explicatures are not cancellable. Theoretical considerations.

In this work I argue for the thesis that Grice’s intentional-cooperative analysis of assertion works at three levels: the logical, the epistemological and the normative. I use “conventional implicature” as example. First part shows that other approaches to assertion can’t give an accurate description of semantic content. I point to a general, twofold conclusion: the truth-conditional approach fails by neglecting intentional acts to be the meaning blocks; the rule-oriented approach misses its target by disregarding that all communicative acts are intentional, (...) but many are not conventional. Assertion includes some features of intentional action, the main theme in second part. As rational justification is the basis of intention, the solution of some remaining problems connected to assertion may rest in the justificatory structures underlying intention. Judgment, the epistemic variety of rational acceptability, determines, on one hand, the infelicity in conventional implicature cancellation and, on the other, shows why convention is just a minor component in the theory of meaning. Justification deems a special methodology in which causal explanations of meaning and representation can be replaced by justifications, teleological in character. The rationalist background of Grice’s proposal is thus stressed, as well as his conception of rationality as the body of capacities in charge of identifying and attributing value. Following this interpretation, other problems on meaning and communication, for example the relations between the Cooperative Principle and the conversational maxims, can be dealt with. (shrink)

Interpreting the content of the law is not limited to what a relevant lawmaker utters. This paper examines the extent to which implied and implicit content is part of the law, and specifically whether the Gricean concept of conversational implicature is relevant in determining the content of law. Recent work has focused on how this question relates to acts of legislation. This paper extends the analysis to case law and departs from the literature on several key issues. The paper's argument (...) is based upon two points: Precedent-setting judicial opinions may consist of multiple conversations, of which some entail opposing implicata, and if a particular precedent-setting judicial opinion consists of multiple conversations, of which some entail opposing implicata, then no meaningful conversational implicatum is part of the content of that particular precedent-setting opinion. Nevertheless, the paper's conclusion leaves open the prospect of gleaning something in between conversational implicature and what is literally said, namely, conversational impliciture. (shrink)

It seems to be a common and intuitively plausible assumption that conversational implicatures arise only when one of the so-called conversational maxims is violated at the level of what is said. The basic idea behind this thesis is that, unless a maxim is violated at the level of what is said, nothing can trigger the search for an implicature. Thus, non-violating implicatures wouldn’t be calculable. This paper defends the view that some conversational implicatures arise even though no conversational maxim is (...) violated at the level of what is said. (shrink)

According to Grice’s analysis, conversational implicatures are carried by the saying of what is said. In this paper, it is argued that, whenever a speaker implicates a content by flouting one or several maxims, her implicature is not only carried by the act of saying what is said and the way of saying it, but also by the act of non-saying what should have been said according to what would have been normal to say in that particular context. Implicatures that (...) arise without maxim violation are only built on the saying of what is said, while those that arise in violative contexts are carried by the saying of what is said in combination with the non-saying of what should have been said. This observation seems to justify two claims: that conversational implicatures have different epistemic requirements depending on whether they arise in violative or non-violative contexts; that implicatures arising in non-violative contexts are more strongly tied to their generating assertion than those arising with maxim violation. (shrink)

This essay investigates the applicability of Grice’s theory of conversational implicatures to legal interpretation, in order to highlight some of its characteristics. After introducing the notions of language and discourse, and briefly explaining the most salient aspects of Grice’s theory, I will analyse the interpretation of two types of legal acts; authoritative legal acts and acts of private autonomy. Regarding the first class, exemplified by statutes, I will argue against the applicability of Gricean theory due to the conflictual behaviour of (...) the addressees and, above all, to the insurmountable indeterminacy of the contextual elements. As far as acts of private autonomy are concerned, exemplified by contracts, I will argue that the cooperative principle is applicable, at least in those legal systems that include the principle of bona fides among the interpretative regulations of such acts. (shrink)

Explicatures are not cancellable. Theoretical considerations.

Speaker intention is conceptualized as a property of utterances in context, not speakers; it is based on communally shared knowledge of discursive means to ends. The article’s main theoretical claim is that utterances, in addition to being produced with an intention about their pragmatic meaning, are also produced with an intention to bring about some post-interactional end result. Both types of intention bear on the utterance’s pragmatic meaning. Empirical aspects of the theoretical difference between these two types of speaker intention (...) are shown through analysis of naturally occurring interactions; here, the analytical focus is on the scope, interdependence, recognizability, and fulfillment of each type of intention, with special attention to the functionality of an utterance’s content, composition, and sequential placement as a means of getting a response from the interlocutor that goes along with what the speaker intends as regards the end result of the interaction. (shrink)