Location
McMaster University
Document Type
Paper
Start Date
1-6-2005 9:00 AM
End Date
1-6-2005 5:00 PM
Abstract
In addition to functions traditionally ascribed to the socio-linguistic practice of arguing for a thesis, we can add: determining whether an advertisement is ethical. Ads regularly use fallacy and exaggeration, but when an ad uses argumentation that is based in unfair, damaging, dangerous fallacy, we may question its ethics. This paper uses Gilbert's model of Multi-Modal Argumentation to decide whether the arguments underlying an advertisement make it an ethical one.
Creative Commons License
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Included in
Arguing For the Ethics of an Ad: An Application of Multi-Modal Argumentation Theory
McMaster University
In addition to functions traditionally ascribed to the socio-linguistic practice of arguing for a thesis, we can add: determining whether an advertisement is ethical. Ads regularly use fallacy and exaggeration, but when an ad uses argumentation that is based in unfair, damaging, dangerous fallacy, we may question its ethics. This paper uses Gilbert's model of Multi-Modal Argumentation to decide whether the arguments underlying an advertisement make it an ethical one.
