{"title":"The Rhetorical and Argumentative Relevance of \"Extreme Consequence\" in Advertising","authors":"Sabrina Mazzali-Lurati, Chiara Pollaroli, Daniela Marcantonio","doi":"10.22329/il.v39i4.6046","DOIUrl":null,"url":null,"abstract":"The “extreme consequence” is a very common pattern in advertising messages that presents an odd, even negative, situation resulting from the use of the advertised product as a good reason to buy it. By analyzing selected advertisements employing this pattern using the conceptual integration theory and the Argumentum Model of Topics, we aim to understand how “extreme consequence” works at the rhetorical and argumentative levels. The analyses allow us to detect the typical, generic, cognitive, and argumentative structure underlying the pattern and to identify the rhetorical and argumentative role played by its main components, namely exaggeration and cause-effect relation.","PeriodicalId":45902,"journal":{"name":"Informal Logic","volume":" ","pages":""},"PeriodicalIF":0.9000,"publicationDate":"2019-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Informal Logic","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.22329/il.v39i4.6046","RegionNum":3,"RegionCategory":"哲学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"PHILOSOPHY","Score":null,"Total":0}
引用次数: 0
Abstract
The “extreme consequence” is a very common pattern in advertising messages that presents an odd, even negative, situation resulting from the use of the advertised product as a good reason to buy it. By analyzing selected advertisements employing this pattern using the conceptual integration theory and the Argumentum Model of Topics, we aim to understand how “extreme consequence” works at the rhetorical and argumentative levels. The analyses allow us to detect the typical, generic, cognitive, and argumentative structure underlying the pattern and to identify the rhetorical and argumentative role played by its main components, namely exaggeration and cause-effect relation.
期刊介绍：
Informal Logic publishes articles that advance the dialectic in reasoning and argumentation theory and practice. Primary criteria for the acceptance of articles with a theoretical focus or interest are: (1) the article advances the dialectic or constitutes an interesting comment on it: it presents a cogent argument, objection, interpretation or position that is an advance in relation to the background of issues and controversies on the topic; or it casts the issue addressed in a new and worthwhile light; and (2) the article makes explicit reference to the pertinent literature on its topic, and it discharges the burden of proof imposed by that scholarship. Primary criteria for acceptance of articles devoted to the teaching of informal logic, critical thinking or argumentation include: originality; utility; timeliness; and evidence of the effectiveness of the methods, materials, technologies, etc., proposed. The standard criteria for scholarly publication—topical fit with the subjects covered in the journal; adequacy of coverage to the issue addressed; clarity, organization and literateness of the prose; conceptual clarity and cogency of argumentation—apply ceteris paribus to the selection of all articles, notes and reviews.
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