This revised edition includes a new Preface outlining developments in Relevance Theory since 1986, discussing the more serious criticisms of the theory, and ...

When we speak, we mean more than we say. In this book Stephen C. Levinson explains some general processes that underlie presumptions in communication.

The concept of metaphor as primarily a vehicle for conveying ideas, even if unusual ones, seems to me as wrong as the parent idea that a metaphor has a special meaning. I agree with the view that metaphors cannot be paraphrased, but I think this is not because metaphors say something too novel for literal expression but because there is nothing there to paraphrase. Paraphrase, whether possible or not, inappropriate to what is said: we try, in paraphrase, to say it (...) another way. But if I am right, a metaphor doesn't say anything beyond its literal meaning. This is not, of course, to deny that a metaphor has a point, nor that that point can be brought out by using further words.... My disagreement is with the explanation of how metaphor works its wonders. To anticipate: I depend on the distinction between what words mean and what they are used to do. I think metaphor belongs exclusively to the domain of use. It is something brought off by the imaginative employment of words and sentences and depends entirely on the ordinary meanings of those words and hence on the ordinary meanings of the sentences they comprise. Donald Davidson is University Professor of philosophy at the University of Chicago. He is the author of many important essays, including "Actions, Reasons and Causes," "Causal Relations," and "Truth and Meaning," coauthor of Decision-Making: An Experimental Approach, and coeditor of Words and Objections, Semantics of Natural Language, and The Logic of Grammar. (shrink)

The concept of metaphor as primarily a vehicle for conveying ideas, even if unusual ones, seems to me as wrong as the parent idea that a metaphor has a special meaning. I agree with the view that metaphors cannot be paraphrased, but I think this is not because metaphors say something too novel for literal expression but because there is nothing there to paraphrase. Paraphrase, whether possible or not, inappropriate to what is said: we try, in paraphrase, to say it (...) another way. But if I am right, a metaphor doesn't say anything beyond its literal meaning . This is not, of course, to deny that a metaphor has a point, nor that that point can be brought out by using further words. . . . My disagreement is with the explanation of how metaphor works its wonders. To anticipate: I depend on the distinction between what words mean and what they are used to do. I think metaphor belongs exclusively to the domain of use. It is something brought off by the imaginative employment of words and sentences and depends entirely on the ordinary meanings of those words and hence on the ordinary meanings of the sentences they comprise. Donald Davidson is University Professor of philosophy at the University of Chicago. He is the author of many important essays, including "Actions, Reasons and Causes," "Causal Relations," and "Truth and Meaning," coauthor of Decision-Making: An Experimental Approach, and coeditor of Words and Objections, Semantics of Natural Language, and The Logic of Grammar. (shrink)

This article reacts against the undesirable ideological separation between dialectical and rhetorical approaches to argumentative discourse. It argues that a sound evaluation of argumentation requires an analysis that reveals all aspects of the discourse pertinent to critical testing. To explain the rationale of the various moves made in the discourse and the strategic patterns behind them, not only the interlocutors' dialectical goals must be taken into account, but also their rhetorical goals. After explaining how rhetorical insight can be instrumental in (...) deepening and justifying a dialectical analysis, an integrated analysis is made of the rhetorical strategies that are brought to bear in an advertorial published by the oil company Shell. (shrink)

Normative pragmatics can bridge the differences between dialectical and rhetorical theories in a way that saves the central insights of both. Normative pragmatics calls attention to how the manifest strategic design of a message produces interpretive effects and interactional consequences. Argumentative analysis of messages should begin with the manifest persuasive rationale they communicate. But not all persuasive inducements should be treated as arguments. Arguments express with a special pragmatic force propositions where those propositions stand in particular inferential relations to one (...) another. Normative pragmatics provides a framework within which varieties of propositional inference and pragmatic force may be kept straight. Normative pragmatics conceptualizes argumentative effectiveness in a way that integrates notions of rhetorical strategy and rhetorical situation with dialectical norms and procedures for reasonable deliberation. Strategic effectiveness should be seen in terms of maximizing the chances that claims and arguments will be reasonably evaluated, whether or not they are accepted. Procedural rationality should be seen in terms of adjustment to the demands of concrete circumstances. Two types of adjustment are illustrated: rhetorical strategies for framing the conditions for dialectical deliberation and rhetorical strategies for making do with limitations to dialectical deliberation. (shrink)

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)

CHAPTER ONE PICTURING What is it for one thing to be a picture of another? There are numerous theories which purport to clarify the picturing relation, ...

Abstract In this essay, I will argue that images can play a substantial role in argumentation: exploiting information from the context, they can contribute directly and substantially to the communication of the propositions that play the roles of premises and conclusion. Furthermore, they can achieve this directly, i.e. without the need of verbalization. I will ground this claim by presenting and analyzing some arguments where images are essential to the argumentation process. Content Type Journal Article Pages 1-14 DOI 10.1007/s10503-011-9259-y Authors (...) Axel Arturo Barceló Aspeitia, Instituto de Investigaciones Filosóficas, Universidad Nacional Autónoma de México, Cto. Mario de la Cueva s/n, Cd. Universitaria, Coyoacán, 04500 DF, Mexico Journal Argumentation Online ISSN 1572-8374 Print ISSN 0920-427X. (shrink)

Is visual argumentation possible? My personal opinion is that it is, despite of the burden of verbal argumentation and the numerous critiques made against visual arguments. Insofar as most of these critiques are related to the difference between words and images, I will focus my paper on this issue, which is a theoretical one, as it seems to me that taking these critiques seriously is a first step before analyzing concretely how visual arguments work.

The traditional concepts of rhetorical strategy and argumentative fallacy cannot be readily reconciled. Doing so requires escaping the following argument: All argumentation involves rhetorical strategies. All rhetorical strategies are violations of logical or dialectical ideals. All violations of logical or dialectical ideals are fallacies. Normative pragmatics provides a perspective in which rhetorical strategies can be seen to have the potential for constructive contributions to argumentation and in which fallacies are not simply violations of ideals. One kind of constructive contribution, framing (...) moves, is illustrated with the case of Lyndon Johnson’s 1964 TV campaign commercial known as the Daisy ad. (shrink)

Argumentation should encourage autonomous decision-making. Rick Santorum’s political campaign ad Welcome to Obamaville violates this requirement by deploying a flood of subliminal images. Santorum’s ad involves a fallacy by virtue of clear intent to manipulate. Arguers are responsible for the foreseeable consequences of their action. Santorum acts in bad faith even if subliminal messages are in fact ineffective and he is wrong about the consequences foreseen.