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)

The notion of “intentionality” is much invoked in various foundational theories of meaning, being very often equated with “meaning”, “content” and “reference”. In this paper, I propose and develop a basic distinction between two concepts and, more fundamentally, properties of intentionality: intentionality-T and intentionality-C. Representationalism is then defined as the position according to which intentionality-T can be reduced to intentionality-C, in the form of representational states. Nonrepresentationalism is rejecting this reduction, and argues that intentionality-T is more fundamental than intentionality-C. Non-representationalism (...) allows for a new layered view of the relations between cognitive intentionality and linguistic intentionality; this view is presented at the end of the paper. (shrink)

This paper advances an approach to relevance grounded on patterns of material inference called argumentation schemes, which can account for the reconstruction and the evaluation of relevance relations. In order to account for relevance in different types of dialogical contexts, pursuing also non-cognitive goals, and measuring the scalar strength of relevance, communicative acts are conceived as dialogue moves, whose coherence with the previous ones or the context is represented as the conclusion of steps of material inferences. Such inferences are described (...) using argumentation schemes and are evaluated by considering 1) their defeasibility, and 2) the acceptability of the implicit premises on which they are based. The assessment of both the relevance of an utterance and the strength thereof depends on the evaluation of three interrelated factors: 1) number of inferential steps required; 2) the types of argumentation schemes involved; and 3) the implicit premises required. (shrink)

Explicatures are not cancellable. Theoretical considerations.

semantic minimalism and moderte contextualism.

This paper is an example of how contextual information interacts with the interpretation of noun phrases (NPs) in discourse. When we encounter an NP escorted by the definite article or a proper name, the expectation is triggered that the speaker is referring to some referent x that the hearer can normally identify. Strawson and Russell have agreed that a referent must be associated with a definite description so that the assertion containing it can be said to be true. In the (...) case where a description does not refer to anything, the assertion is considered by Russell to be false, while Strawson says that the issue of truth or falsity does not arise. In this paper, we examine a case in which contextual information interacts with the interpretation of NPs in discourse and the hearer is not expected to identify a referent when hearing a proper name. In this case, the issue of truth or falsity does not arise, because the hearer does not identify the referent. In fact, s/he does not intend for the discourse to about a referent at all. These situations are primarily represented by sentences uttered during the course of a grammar lecture, in which the lecturer is explaining a rule of language and does not focus on external reality. The hearers are aware of this focus and do not process the NP (in general a proper name) to identify a specific referent. This discourse is of three types, which will be discussed at the end of this paper. -/- Keywords: reference; pragmeme; presupposition; fictional discourse; exemplification acts. (shrink)