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In:Multimodal Argumentation and Rhetoric in Media Genres
Edited by Assimakis Tseronis and Charles Forceville
[Argumentation in Context 14] 2017
► pp. 189–216

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Chapter 7
Seeing the untold

Multimodal argumentation in movie trailers

Published online: 20 December 2017
DOI logo with link
https://doi.org/10.1075/aic.14.08wil
Abstract
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 reconstruction of the logical units that guide the viewer’s imagination and hypothesis-making about the story of the promoted film. On this basis, the combined approach makes it possible to reconstruct the standpoint and multimodal arguments of the example movie trailer of the film Gravity.
Article outline
  • 1.Introduction
  • 2.Movie trailers as multimodal argumentative and enthymematic discourses
  • 3.Enthymematic interpretations: Towards an integrated method for the analysis of movie trailers
    • 3.1Basic meaning construction in movie trailers: The logic of film discourse interpretation
    • 3.2The argumentative reconstruction of movie trailers: Pragma-Dialectics and the Argumentum Model of Topics
  • 4.Multimodal argumentative strategies in the trailer for Gravity
    • 4.1Basic meaning construction in the trailer for Gravity
    • 4.2The argumentative reconstruction of the trailer for Gravity
  • 5.Concluding remarks
  • Notes
  • References
  • List of primary sources
References (68)
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