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
This work is licensed under a Creative Commons Attribution 4.0 International License.
Response to Submission
Gilbert Plumer, Commentary on: Chiara Pollaroli's "T(r)opical patterns in advertising"
Reader's Reactions
Gilbert Plumer, Commentary on: Chiara Pollaroli's "T(r)opical patterns in advertising" (May 2013)
Included in
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.
