Chapter published in:
Prototypical Argumentative Patterns: Exploring the relationship between argumentative discourse and institutional contextEdited by Frans H. van Eemeren
[Argumentation in Context 11] 2017
► pp. 93–108
Chapter 6The role of pragmatic argumentation in over-the-counter medicine advertisements
Article outline
- 6.1Introduction
- 6.2The use of pragmatic argumentation as an institutional requirement
- 6.3Argumentative patterns in over-the-counter medicine advertisements
- 6.4The argumentative patterns resulting from strategic maneuvering within institutional constraints
- 6.5Exemplary analysis of a prototypical pattern of an OTC-medicine advertisement
- 6.6Conclusion
-
Notes -
References
Published online: 14 August 2017
https://doi.org/10.1075/aic.11.06sno
https://doi.org/10.1075/aic.11.06sno
References
References
Eemeren, F. H. van
Goodnight, G. T.
Health Canada
(2006) Consumer advertising guidelines for marketed health products (for nonprescription drugs including natural health products. http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/guide-ldir_consom_consum-eng.php
Keuringsraad KOAG/KAG
(2013) Code voor de publieksreclame voor geneesmiddelen. http://www.koagkag.nl/Leidraad/Code-voor-de-publieksreclame-voor-geneesmiddelen
Jacobs, S.
PAGB Medicines Advertising codes
(2009 edition, updated July 2013). http://www.pagbadvertisingcode.com/_common/pdf/PAGBAdvertisingCodes.pdf
Poppel, L. van, & Rubinelli, S.
Rubinelli, S., Nakamoto, K., & Schulz, P. J.
Wierda, R.