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 main stream of formal and informal logic as well as more recent work in discourse analysis provides a way of understanding certain arguments that particularly lend themselves to rational analysis. I argue, however, that these, and allied modes of analysis, be seen as heuristic models and not as the only proper mode of argument. This article introduces three other modes of argumen tation that emphasize distinct aspects of human communication, but that, at the same time, must be considered for (...) the full understanding of argumentation. These modes are (1) the emotional, which relates to the realm of feelings, (2) the visceral, which stems from the area of the physical, and (3) the kisceral, which covers the intuitive and non-sensory arenas. At its most extreme the view holds that arguments may be given (almost) wholly within one mode and not be at all susceptible to those methods of argument analysis previously used. A more cautious statement allows that any interactive argument will (possibly) contain elements from various modes, and that to attempt to reduce these all to the rational is prejudiced reductionism. (shrink)

Argumentation theory is a distinctly multidisciplinary field of inquiry. It draws its data, assumptions, and methods from disciplines as disparate as formal logic and discourse analysis, linguistics and forensic science, philosophy and psychology, political science and education, sociology and law, and rhetoric and artificial intelligence. This presents the growing group of interested scholars and students with a problem of access, since it is even for those active in the field not common to have acquired a familiarity with relevant aspects of (...) each discipline that enters into this multidisciplinary matrix. This book offers its readers a unique comprehensive survey of the various theoretical contributions which have been made to the study of argumentation. It discusses the historical works that provide the background to the field and all major approaches and trends in contemporary research. Argument has been the subject of systematic inquiry for twenty-five hundred years. It has been graced with theories, such as formal logic or the legal theory of evidence, that have acquired a more or less settled provenance with regard to specific issues. But there has been nothing to date that qualifies as a unified general theory of argumentation, in all its richness and complexity. This being so, the argumentation theorist must have access to materials and methods that lie beyond his or her "home" subject. It is precisely on this account that this volume is offered to all the constituent research communities and their students. Apart from the historical sections, each chapter provides an economical introduction to the problems and methods that characterize a given part of the contemporary research program. Because the chapters are self-contained, they can be consulted in the order of a reader's interests or research requirements. But there is value in reading the work in its entirety. Jointly authored by the very people whose research has done much to define the current state of argumentation theory and to point the way toward more general and unified future treatments, this book is an impressively authoritative contribution to the field. (shrink)