Argumentation Theorists Argue that an Ad is an Argument

Abstract

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.

The Study of Visual and Multimodal Argumentation

“…Kjeldsen 2007Kjeldsen , 2012Ripley 2008), while others have demonstrated how the key components of the Toulmin model can be expressed in images and function as an essential element of visual argument (Groarke 2009). …”

“…This view has compelled researchers of visual argumentation to examine and clarify the relationship between visual persuasion and visual argumentation (e.g. Blair 1996Blair , 2004Slade 2003;Ripley 2008;Roque 2012;Nettel and Roque 2012), Another recurring theme in the study of visual and multimodal argumentation is what Godden (2015) has called ''the oldest and most basic question of the interpretative research in visual argumentation'': the question of propositionality. Is visual argument propositional?…”

“…This is also the reason that many studies turn to advertising when exploring visual argumentation. In the beginning of the 2000s the purpose of several papers was to correct the view of advertisements as mere emotional and irrational appeals, end establish that image based ads can offer rational reasons and arguments (Slade 2002(Slade , 2003Ripley 2008). Recently as mentioned above-papers have explored the workings of visual argumentation in advertising through tropes and figures (Kjeldsen 2012;Pollaroli 2013;van Belle 2013;Pollaroli and Rocci, forthcoming;Mazzali-Lurati and Pollaroli, forthcoming).…”

A promoção de jovialidade: a construção de um discurso e argumentação persuasivos

“…This multimodal character gives advertising campaigns an array of argumentative channels, which often result in texts that contain both implicit and explicit claims, coming in different forms and modes leading up to the main argument, and to the main appeal, more often than not, rather convincingly. As argued by Ripley (2008), ' An ad is an argument' , but an argument spelled out in different modes so as to repeat it in different ways, making sure the audience will get the message and, hopefully, remember it. tuna, sandra; A promoção de jovialidade: a construção de um discurso e argumentação persuasivos Promoting youthfulness: the construction of persuasive discourse and argumentation redis: revista de estudos do discurso, nº 8 ano 2019, pp.…”

Publicidad y Prensa: Algunas posibles líneas de investigación.

“…Algunos teóricos de la argumentación, y son pocos por ahora, han comenzado a aplicar esta teoría a la investigación de la argumentación en la publicidad. La principal investigadora en esta línea es Louise Ripley (2008Ripley ( , 2010Ripley ( , 2011, profesora de Marketing Social en York University. En lo que sigue, y para concluir este artículo, se presenta resumidamente su trabajo hasta ahora, el cual puede ser estudiado en detalle en los tres artículos acá referenciados.…”