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)

In a series of papers, Donald Davidson :3–17, 1984, The philosophical grounds of rationality, 1986, Midwest Stud Philos 16:1–12, 1991) developed a powerful argument against the claim that linguistic conventions provide any explanatory purchase on an account of linguistic meaning and communication. This argument, as I shall develop it, turns on cases of what I call lexical innovation: cases in which a speaker uses a sentence containing a novel expression-meaning pair, but nevertheless successfully communicates her intended meaning to her audience. (...) I will argue that cases of lexical innovation motivate a dynamic conception of linguistic conventions according to which background linguistic conventions may be rapidly expanded to incorporate new word meanings or shifted to revise the meanings of words already in circulation. I argue that this dynamic account of conventions both resolves the problem raised by cases of lexical innovation and that it does so in a way that is preferable to those who—like Davidson—deny important explanatory roles for linguistic conventions. (shrink)

This paper aims to argue for two related statements: first, that formal semantics should not be conceived of as interpreting natural language expressions in a single model (a very large one representing the world as a whole, or something like that) but as interpreting them in many different models (formal counterparts, say, of little fragments of reality); second, that accepting such a conception of formal semantics yields a better comprehension of the relation between semantics and pragmatics and of the role (...) to be played by formal semantics in the general enterprise of understanding meaning. For this purpose, three kinds of arguments are given: firstly, empirical arguments showing that the many models approach is the most straightforward and natural way of giving a formal counterpart to natural language sentences. Secondly, logical arguments proving the logical impossibility of a single universal model. And thirdly, theoretical arguments to the effect that such a conception of formal semantics fits in a natural and fruitful way with pragmatic theories and facts. In passing, this conception will be shown to cast some new light on the old problems raised by liar and sorites paradoxes. (shrink)