Location

University of Windsor

Document Type

Paper

Keywords

Argumentum Model of Topics, product advertising, topoi, tropes

Start Date

22-5-2013 9:00 AM

End Date

25-5-2013 5:00 PM

Abstract

This research aims at unraveling relationships between rhetorical devices from elocutio and argumentative topoi from inventio in advertising. Studies on this topic have attempted to demonstrate not only that rhetorical devices condense argumentation schemes, but also that they have a strong argumentative force. I will try to achieve my goal by applying the Argumentum Model of Topics (a tool allowing to unveil inferential patterns behind arguments) to a corpus of award-winning advertisements.

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

Reader's Reactions

Gilbert Plumer, Commentary on: Chiara Pollaroli's "T(r)opical patterns in advertising" (May 2013)

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May 22nd, 9:00 AM May 25th, 5:00 PM

T(r)opical patterns in advertising

University of Windsor

This research aims at unraveling relationships between rhetorical devices from elocutio and argumentative topoi from inventio in advertising. Studies on this topic have attempted to demonstrate not only that rhetorical devices condense argumentation schemes, but also that they have a strong argumentative force. I will try to achieve my goal by applying the Argumentum Model of Topics (a tool allowing to unveil inferential patterns behind arguments) to a corpus of award-winning advertisements.