This special issue aims to explore the semantic and pragmatic dimensions of meaning in terms of their significance and relevance in the study of argumentation. Accordingly, the contributors to the project, who have all presented their work during the 2nd Argumentation and Language conference,… read more
This chapter considers movie trailers as a specific type of multimodal argumentative discourse and asks for their rhetorical and promotional structure. By applying a formal-logical as well as an argumentative perspective combining Pragma-Dialectics and the Argumentum Model of Topics, it aims at a… read more
The present chapter aims at outlining a framework of analysis that allows us to
identify the central factors of advertising messages, in particular the arguments
that addressers want to provide to addressees in order to convince them about
the worth of the advertised product. Through the analysis… read more
In this article we present an exploratory investigation of pictorial and multimodal metaphors appearing in print product advertisements; the aim is to ascertain their relevance for the arguments that the ads put forth. Departing from the working hypotheses that advertising is an argumentative… read more