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  1. Direct-to-consumer advertisements for prescription drugs as an argumentative activity type.Renske Wierda & Jacky Visser - 2012 - Journal of Argumentation in Context 1 (1):81-96.
    With direct-to-consumer advertisements (DTCA), pharmaceutical companies can market their prescription drugs directly to consumers. In order to properly study the argumentative aspect of these advertisements from a pragma-dialectical perspective, it is necessary to characterize DTCA as an ‘argumentative activity type’. This characterization shows that in DTCA, the advertiser combines two genres of communicative activity: promotion and consultation. The use of promotion stems from the advertiser’s commercial objective of selling products, while the use of consultation is a result of the legal (...)
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  • Argumentative Patterns in Over-the-Counter Medicine Advertisements.A. Francisca Snoeck Henkemans - 2016 - Argumentation 30 (1):81-95.
    In this paper, an argumentative pattern that is prototypical for the communicative practice of over-the-counter medicine advertisements will be discussed. First, a basic argumentative pattern for this type of advertisement will be identified. In addition, an overview of various types of extensions of this basic pattern will be presented. Finally, it will be made clear how combinations of the basic pattern and specific extensions can be analysed as the result of strategic choices made by the advertisers concerning the type of (...)
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  • Identifying Argumentative Patterns: A Vital Step in the Development of Pragma-Dialectics.Frans H. van Eemeren - 2016 - Argumentation 30 (1):1-23.
    This paper serves as an introduction to the special issue on argumentative patterns in discourse, more in particular on argumentative patterns with pragmatic argumentation as a main argument that are prototypical of argumentative discourse in certain communicative activity types in the political, the legal, the medical, and the academic domain. It situates the studies of argumentative patterns reported in these papers in the pragma-dialectical research program. In order to be able to do so, it is first explained in which consecutive (...)
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