Chapter published in:
Argumentative Style: A pragma-dialectical study of functional variety in argumentative discourse
Frans H. van Eemeren, Bart Garssen, Sara Greco, Ton van Haaften, Nanon Labrie, Fernando Leal and Peng Wu
[Argumentation in Context 20] 2022
► pp. 57–94

Chapter 5
Argumentative style in political advertising

Article outline
  • 5.1Institutional background of political advertising in newspapers
  • 5.2Advertisements in election campaigns for a Dutch Provincial Council
  • 5.3Analysis of the argumentative discourses in two political advertisements
    • 5.3.1The analytically relevant argumentative moves
    • 5.3.2The dialectical routes
    • 5.3.3The strategic considerations
  • 5.4The argumentative styles utilised in the two advertisements
    • 5.4.1Identification of argumentative styles
    • 5.4.2Characteristics of the confrontational argumentative styles
      • PVV advertisement
      • PvdA advertisement
    • 5.4.3Characteristics of the opening argumentative styles
      • PVV advertisement
      • PvdA advertisement
    • 5.4.4Characteristics of the argumentational argumentative styles
      • PVV advertisement
      • PvdA advertisement
    • 5.4.5Characteristics of the concluding argumentative styles
      • PVV advertisement
      • PvdA advertisement
  • 5.5Conclusion
  • Notes