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 thesis justifies the need for and develops a new integrated model of practical reasoning and argumentation. After framing the work in terms of what is reasonable rather than what is rational (chapter 1), I apply the model for practical argumentation analysis and evaluation provided by Fairclough and Fairclough (2012) to a paradigm case of unreasonable individual practical argumentation provided by mass murderer Anders Behring Breivik (chapter 2). The application shows that by following the model, Breivik is relatively easily able (...) to conclude that his reasoning to mass murder is reasonable – which is understood to be an unacceptable result. Causes for the model to allow such a conclusion are identified as conceptual confusions ingrained in the model, a tension in how values function within the model, and a lack of creativity from Breivik. Distinguishing between dialectical and dialogical, reasoning and argumentation, for individual and multiple participants, chapter 3 addresses these conceptual confusions and helps lay the foundation for the design of a new integrated model for practical reasoning and argumentation (chapter 4). After laying out the theoretical aspects of the new model, it is then used to re-test Breivik’s reasoning in light of a developed discussion regarding the motivation for the new place and role of moral considerations (chapter 5). The application of the new model shows ways that Breivik could have been able to conclude that his practical argumentation was unreasonable and is thus argued to have improved upon the Fairclough and Fairclough model. It is acknowledged, however, that since the model cannot guarantee a reasonable conclusion, improving the critical creative capacity of the individual using it is also of paramount importance (chapter 6). The thesis concludes by discussing the contemporary importance of improving practical reasoning and by pointing to areas for further research (chapter 7). (shrink)

This volume presents a selection of papers reflecting key theoretical issues in argumentation theory. Its six sections are devoted to specific themes, including the analysis and evaluation of argumentation, argument schemes and the contextual embedding of argumentation. The section on general perspectives on argumentation discusses the trends of empiricalization, contextualization and formalization, offers descriptions of the analytical and evaluative tools of informal logic, and highlights selected principles that argumentation theorists do and do not agree upon. In turn, the section on (...) linguistic approaches to argumentation focuses on the problem of distinguishing between explanation and argument, while also elaborating on the role of verbal indicators of argument schemes. All essays included in this volume point out notable recent developments in the study of argumentation. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 41-67.

Building upon the role values take in Walton’s theory of practical reasoning, this paper will frame the question of how values should be evaluated into the broader question of what reasonable practical argumentation is. The thesis argued for is that if a positive evaluation of practical reasoning argumentation requires that the argument avoid a morally negative conclusion, then the role of values should be given a central, rather than supportive, position in practical argument evaluation.

The present study examines how the build-up to the US invasion of Iraq in March 2003 was metaphorically constructed in pro- and anti-war newspaper opinion/editorial discourse. Drawing on methodological insights from critical discourse analysis and pragma-dialectical argumentation theory, the fallacious discussion used in the pro-war op/eds to build up a ‘moral/legal case’ for war on Iraq, based on adversarial argumentation, is problematised. An investigation of how the US official perspective about the ‘legitimacy’ of attacking Iraq has managed forcefully to creep (...) into the US–British mainstream newspaper op/ed argumentation through the manipulative use of metaphor is explored here. This fallacious derailment of the discussion is countered by the anti-war op/ed metaphorical argumentation. The op/ed articles analysed here thematise key controversial issues regarding the alleged Iraqi possession of Weapons of Mass Destruction, Saddam's links to Al-Qaeda and the legitimacy of the US ‘preemptive’ war without the authorisation of the UN Security Council. The political debate of the US run-up to Iraq War was a contest between metaphors and a battle over imagery. This article illustrates how the deployment of metaphors with high public resonance is a useful rhetorical tool to fallaciously advance contentious claims. (shrink)

TED Talks are still an unexplored genre of argumentation in which narrative arguments are often used in TED speakers’ strategic maneuvering to support a standpoint. In the present study, I combine the constructs of narrative positioning (NP) and strategic maneuvering (SM) to offer a conceptualization of how narrative is used in pragmatic argumentation as well as provide an exemplary analysis of a specific case of narrative arguments that were used in Winch’s (How to practice emotional first aid. https://www.ted.com/talks/guy_winch_the_case_for_emotional_hygiene.2014, 2014) TED (...) Talk. The proposed integration aims to provide a theoretical framework and empirical tools for reconstructing narrative arguments through connecting the underlying formal structure of narrative with aspects of TED speakers’ strategic maneuvering. Drawing on NP and SM constructs, the critical analysis explores how Winch’s narratives or “small stories” were strategically manipulated to support his stance with regard to the importance of mental health and to examine whether or not the use of narrative arguments as argumentation moves helped to enhance the dialectical reasonableness and rhetorical effectiveness of Winch’s argument. The analysis shows that the macro context and the knowledge gap between TED speakers and the audience makes the use of narrative arguments extremely effective. Although narrative arguments often receive criticism about their validity in providing sufficient evidence for a standpoint, their dialectical power lies in the flexibility of describing events in different fashions to draw pragmatic inferences that support the speaker’s stance. The study fills an important gap in the literature as it integrates recent approaches in narrative theory in the reconstruction and evaluation of narrative arguments in TED Talks. (shrink)

Within three of the most well-known contemporary approaches to argumentation, the notions of solo argumentation and arguing with one’s self are given little attention and are typically argued to be able to be subsumed within the dialectical aspects of the approach being propounded. Challenging these claims, this paper has two main aims. The first is to argue that while dialogical argumentation may be most common, there exists individual dialectical argumentation, which is not so easily subsumed within these theories. Second, in (...) order characterize this type of argumentation the paper also offers distinctions between the interrelated notions of dialectical, dialogical, and quasi-dialogical, reasoning and argumentation, within an individual or between multiple participants, which I hope provide useful precision for the field. (shrink)