This paper argues that advertisements have been wrongly conceived as appealing to the irrational. Advertisements contain a structure of argumentation, but often far more complex than would initially appear. Advertisements give reasons for consumers to choose products, voters to elect a candidate, or citizens to alter their behavior. The way they do so is to best explained in terms of their argumentative structure.

The now-classic Metaphors We Live By changed our understanding of metaphor and its role in language and the mind. Metaphor, the authors explain, is a fundamental mechanism of mind, one that allows us to use what we know about our physical and social experience to provide understanding of countless other subjects. Because such metaphors structure our most basic understandings of our experience, they are "metaphors we live by"--metaphors that can shape our perceptions and actions without our ever noticing them. In (...) this updated edition of Lakoff and Johnson's influential book, the authors supply an afterword surveying how their theory of metaphor has developed within the cognitive sciences to become central to the contemporary understanding of how we think and how we express our thoughts in language. (shrink)

An elaboration and defense of the “interaction view of metaphor” introduced in the author's earlier study, “Metaphor” . Special attention is paid to the explication of the metaphors used in the earlier account.The topics discussed include: selection of the “targets” of the theory; classification of metaphors; how metaphorical statements work; relations between metaphors and similes; metaphorical thought; criteria of recognition; the “creative” aspects of metaphors; the ontological status of metaphors.Metaphors are found to be more closely connected with background models than (...) has previously been recognized. (shrink)

Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include advertising, political cartoons, comics, film, songs, and oral communication. Where appropriate, the influence of genre and cultural factors is thematized.

Media argumentation is a powerful force in our lives. From political speeches to television commercials to war propaganda, it can effectively mobilize political action, influence the public, and market products. This book presents a new and systematic way of thinking about the influence of mass media in our lives, showing the intersection of media sources with argumentation theory, informal logic, computational theory, and theories of persuasion. Using a variety of case studies that represent arguments that typically occur in the mass (...) media, Douglas Walton demonstrates how tools recently developed in argumentation theory can be usefully applied to the identification, analysis, and evaluation of media arguments. He draws upon the most recent developments in artificial intelligence, including dialogical theories of argument, which he developed, as well as speech act theory. Each chapter presents solutions to problems central to understanding, analyzing, and criticizing media argumentation. (shrink)

Media argumentation is a powerful force in our lives. From political speeches to television commercials to war propaganda, it can effectively mobilize political action, influence the public, and market products. This book presents a new and systematic way of thinking about the influence of mass media in our lives, showing the intersection of media sources with argumentation theory, informal logic, computational theory, and theories of persuasion. Using a variety of case studies that represent arguments that typically occur in the mass (...) media, Douglas Walton demonstrates how tools recently developed in argumentation theory can be usefully applied to the identification, analysis, and evaluation of media arguments. (shrink)

This paper focuses on the inferential configuration of arguments, generally referred to as argument scheme. After outlining our approach, denominated Argumentum Model of Topics (AMT, see Rigotti and Greco Morasso 2006, 2009; Rigotti 2006, 2008, 2009), we compare it to other modern and contemporary approaches, to eventually illustrate some advantages offered by it. In spite of the evident connection with the tradition of topics, emerging also from AMT’s denomination, its involvement in the contemporary dialogue on argument schemes should not be (...) overlooked. The model builds in particular on the theoretical and methodological perspective of pragma-dialectics in its extended version, reconciling dialectic and rhetoric; nevertheless, it also takes into account numerous other contributions to the study of argument schemes. Aiming at a representation of argument schemes able to monitor the inferential cohesion and completeness of arguments, AMT focuses on two components of argument scheme that could be distinguished, readapting pragma-dialectical terms, as procedural and material respectively. The procedural component is based on the semantic-ontological structure, which generates the inferential connection from which the logical form of the argument is derived. The material component integrates into the argument scheme the implicit and explicit premises bound to the contextual common ground (Rigotti 2006). In this paper, the comparison of the AMT to other approaches focuses on the inferential configuration of arguments and not on the typologies of argument schemes and on the principles they are based on, which the authors intend to tackle in a further paper. (shrink)

It is a commonplace of discussion about the impact of visual media, whether visual images in print, televisual images or the images of the internet, to claim that it functions irrationally. This paper argues against that claim. First, the assumptions about the connection between rationality and linear, written, unemotional prose are unjustified. Secondly, using analytic techniques analogous to those used in identifying argumentation in verbal text, is possible to discern arguments in visual text, in particular in image based advertisements.

Using print ads and recognizing the role of visual images in argument (Groarke) and the presence of arguments in ads (Slade), this paper argues that the work of argumentation theorists from Aristotle to van Eemeren and Grootendorst can be used to support the thesis that ads are arguments. I cite as evidence definitions, demarcations, delineations, and descriptions of argument put forth by leading scholars in the field of argumentation. This includes Aristotle, Informal Logic, Toulmin (Claim, Data, Warrant, Backing, Qualifier, Rebuttal), (...) Johnson and Blair (argument as “reasons or evidence as grounds or support for an opinion”), Gilbert (Multi-Modal Argumentation), and van Eemeren and Grootendorst (argumentation as a social activity and pragma-dialectics). I show how, although just fitting a particular advertisement to someone’s definition does not mean that all ads are arguments, nevertheless, the fact that we can find in an ad all these elements from this variety of scholars over time, leaves us reasonably secure in stating that an ad is indeed an argument. Since my argument would be the same for practically any ad, I am using only one ad. I do, however, use the kind of ad that is least likely to seem to be an argument: an ad with few words, an ad which is mostly visual. If I can show how even an almost entirely visual ad can be analyzed as an argument using the terms of all these scholars of argumentation, I will maintain that most ads could be analyzed in the same way. (shrink)