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Topical patterns in advertising

Chiara Pollaroli

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Reconstructing Multimodal Arguments in Advertisements: Combining Pragmatics and Argumentation Theory.Fabrizio Macagno & Rosalice Botelho Wakim Souza Pinto - 2021 - Argumentation 35 (1):141-176.details 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, (...) Download Export citation Bookmark
The Study of Visual and Multimodal Argumentation.Jens E. Kjeldsen - 2015 - Argumentation 29 (2):115-132.details IntroductionIf we were to identify the beginning of the study of visual argumentation, we would have to choose 1996 as the starting point. This was the year that Leo Groarke published “Logic, art and argument” in Informal logic, and it was the year that he and David Birdsell co-edited a special double issue of Argumentation and Advocacy on visual argumentation . Among other papers, the issue included Anthony Blair’s “The possibility and actuality of visual arguments”. It was also the year (...) Download Export citation Bookmark 23 citations
Towards an integrated argumentative approach to multimodal critical discourse analysis: evidence from the portrayal of refugees and immigrants in Greek newspapers.Dimitris Serafis, Sara Greco, Chiara Pollaroli & Chiara Jermini-Martinez Soria - 2020 - Critical Discourse Studies 17 (5):545-565.details This paper proposes a methodological synthesis in order to study multimodal media discourse and argumentation in the context of the so-called ‘refugee crisis’ in Greece. It follows the framework of Multimodal Critical Discourse Analysis, integrating this with argumentation studies, with a particular emphasis on the analysis of inference. Our data come from the Greek newspapers Kathimerini and Ta Nea. We contend that the proposed methodological synergy enables scrutiny of (a) racist conceptualizations cultivated by the representation of migrants and refugees in (...) Download Export citation Bookmark 5 citations
The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising.Sabrina Mazzali-Lurati, Chiara Pollaroli & Daniela Marcantonio - 2019 - Informal Logic 39 (4):497-530.details The “extreme consequence” is a very common pattern in advertising messages that presents an odd, even negative, situation resulting from the use of the advertised product as a good reason to buy it. By analyzing selected advertisements employing this pattern using the conceptual integration theory and the Argumentum Model of Topics, we aim to understand how “extreme consequence” works at the rhetorical and argumentative levels. The analyses allow us to detect the typical, generic, cognitive, and argumentative structure underlying the pattern (...) Download Export citation Bookmark

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