Although not generally regarded as a significant area of inquiry, the condensation of argumentative structures and the presence of `miniaturized' yet self-sufficient arguments in stand-alone, sub-discursive linguistic units, especially those below the level of a compound sentence, deserve a close look. Built skillfully into key words, catchy phrases, subtly appealing tropes, etc., these condensed arguments are often instrumental in accounting for the way some small linguistic units work magic on the audience. Taking such mini structures seriously holds two promises for (...) argumentation studies: a widened scope of investigation and a unique contribution to the understanding of how rhetorical effects are being produced at the sub-syntactic or lexical level. (shrink)