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 discusses empty quotation (‘’ is an empty string) and lexical quotation (his praise was, quote, fulsome, unquote), it challenges the minimal theory of quotation (‘ “x” ’ quotes ‘x’) and it defends the identity theory of quotation. In the process it illuminates disciplinary differences between the science of language and the philosophy of language. First, most philosophers assume, without argument, that language includes writing, whereas linguists have reason to identify language with speech (plus sign language). Second, philosophers tend (...) to think of languages as abstract objects whereas linguists tend to think of them as natural objects. These foundational differences help to explain disagreements in grammaticality judgments and consequent disagreements in semantic theory. (shrink)

Understanding quotation is fundamental to understanding the nature of truth and meaning. Quotation, however, is a remarkably complicated phenomenon, and a vigorous literature on the topic has been growing at an increasing rate.§1 To give you a sense of this work, §1 enlarges upon the significance of studying quotation; §2 presents a rudimentary taxonomy of quotation; and §3 critically surveys theories of how quotation works.