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Article published In: Multimodal Argumentation: Special issue of the Journal of Argumentation in Context 13:2 (2024)
Edited by Hartmut Stöckl and Assimakis Tseronis
[Journal of Argumentation in Context 13:2] 2024
► pp. 177–202

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Auditory arguments, advertising, and argumentation theory

Hitting sour notes or ringing true?

 | Trent University
 | University of Zagreb
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Available under the Creative Commons Attribution (CC BY) 4.0 license.

For any use beyond this license, please contact the publisher at rights@benjamins.nl.

This article was made Open Access under a CC BY 4.0 license through payment of an APC by or on behalf of the authors.

Published online: 10 September 2024
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https://doi.org/10.1075/jaic.00027.gro
Abstract
In this essay, we explore the ways in which argumentation theory can be applied to multimodal advertising. In our discussion we emphasize “auditory” advertisements: advertisements that depend on non-verbal sounds. We show how key tools developed by argumentation theorists (KC tables, argument diagrams, and argument schemes) can be used to analyze and assess advertisements of this sort. Doing so demonstrates one way in which standard methods of argument analysis and evaluation can be applied to one important multimodal genre.
Article outline
  • 1.Introduction
  • 2.Preliminaries: Arguments, modes of arguing, and argument evaluation
  • 3.An advertising scheme: Verbal advertising arguments
  • 4.Auditory advertisements
  • 5.Advertising as entertainment
  • 6.Conclusion
  • Notes
  • References
References (46)
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