Reconstructing Multimodal Arguments in Advertisements: Combining Pragmatics and Argumentation Theory

Macagno, Fabrizio; Pinto, Rosalice Botelho Wakim Souza

doi:10.1007/s10503-020-09525-z

Cited by 5 publications

(8 citation statements)

References 102 publications

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“…Mayoritas iklan sering menyampaikan informasi yang tidak sesuai dengan kenyataan yang menyebabkan kesalahan interpretasi masyarakat. Iklan yang menimbulkan perselisihan antara konsumen dan perusahaan bukanlah karena perbedaan interpretasi, melainkan karena sebagian strategi perusahaan periklanan yang disengaja ditujukan menyesatkan konsumen (Macagno & Pinto, 2021;Shen et al, 2021). Untuk mencegah hal ini, kriteria untuk menjamin ketulusan teks iklan dan Undang-Undang Perlindungan Konsumen yang lebih spesifik perlu dirancang dan diberlakukan.…”

Section: A Pendahuluanunclassified

Analisis Multimodal pada Teks Iklan untuk Mengidentifikasi Aspek Ketulusan Iklan

et al. 2023

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This study aims to analyze the sincerity aspect of Indonesian and Korean advertisements through multimodal analysis. This study uses a content analysis research method using the FCB Grid Model on several products, namely fast food, tobacco, and telecommunications. The selection of ad samples was carried out based on the FCB Grid Model. The results of the study show that some products such as tobacco and fast food are included in the category of products that involve low emotions and thoughts when consumers consider these products. However, telecommunications products fall into the category of products that involve high rational thinking skills, thus requiring serious consideration from consumers. Other findings show that there are several semantic and pragmatic expressions that make consumers confused in choosing a product. The most frequent violations found in products are false expressions and explanations that lead consumers astray. In addition, other violations are expression omissions, exaggerated expressions, fictitious, and omission of important information, thus making consumers feel lost in choosing products.

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Section: A Pendahuluanunclassified

Analisis Multimodal pada Teks Iklan untuk Mengidentifikasi Aspek Ketulusan Iklan

et al. 2023

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“…However, a statement can only be accepted as an argument when it is presented as a reasoned assessment. Therefore, cause-and-effect links are built between the parts of argumentative statements (Macagno & Botelho, 2020).…”

Section: Strategies Of Positive Assessmentmentioning

confidence: 99%

Systemic Properties of Judgmental Discourse

Radyuk¹,

Кузнецова²

2020

IJEL

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The article is devoted to an acute and insufficiently studied issue—the issue of judgmental discourse. While the business language is considered clichéd and neutral, the cases of direct expression of attitude are attracting more attention nowadays. The article attempts to find out what functions judgmental discourse in general performs, as well as what the role and the functional load of a positive assessment is. The material for the study covers excerpts from the business press with examples of positive assessment. The study was carried out using methods of analysis and synthesis, classification, functional-synergetic analysis served as a private scientific method. The article shows that the perception of discourse is a complex phenomenon, subject to the laws of cognition. A language built linearly acquires multidimensional shades of meaning, being actualised in discourse. Consideration of discourse as a synergistic system of meanings highlights properties uncharacteristic for a linear system. For example, the communicative goal can be achieved through undertaking unexpected speech turns, and the use of implications can increase the rhetorical efficiency of an utterance. The author analyses the three most common speech tactics used in judgmental discourse—praise, compliment/flattery, self-identification—and on their material describes synergistic properties—systemacy, openness, self-organisation, non-linearity and heterogeneity of the semantic system of discourse. The study has shown that a positive assessment in the structure of judgmental discourse is widespread and is realised at various levels of the discourse system. In publicistic business discourse, judgment is used not just to express an attitude; it is a tool for forming an opinion, creating a certain image, expressing the position of a printed medium.

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“…Según lo dicho, los estudiosos de la argumentación han utilizado la técnica de la reconstrucción como una forma de analizar todo tipo de discurso argumentativo. No obstante, vale la pena anotar que también se han adaptado métodos para reconstruir tipos particulares de discurso, como en el análisis de discurso político de Fairclough & Fairclough (2012), o los análisis del discurso multimodal (Macagno & Pinto, 2020;Groarke, 2015;van den Hoven & Yang, 2013). También se ha debatido sobre las formas de reconstruir un mismo tipo de argumento (como el de analogía -Kienpointner, 2012;Guarini, 2004-), o sobre las formas de reconstruir las falacias informales (Jacquette, 2009).…”

Section: La Reconstrucción Y La Definición De Argumentaciónunclassified

Adding limits to argumentative reconstruction: the case of taste in argumentation

Mejía¹

2020

cogency

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This paper questions the use of the argumentative reconstruction technique as a criterion for identifying arguments. To perform this, I stress a type of argument that appeals to taste. I proceed as follows: first, I relate such a technique to the ways in which pragma-dialectics and informal logic have defined argumentation. Second, I present some borderline cases to reconstruction technique such as argumentation through directives, expressives and commissives speech acts, narrative argumentation, and visual argumentation. Third, I add to these cases that of an argumentation that appeals to taste by analyzing a dialogue. Fourth, I conclude the article by offering reasons to study cases such as the one presented and by introducing some problems derived from the present study.

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Reconstructing Multimodal Arguments in Advertisements: Combining Pragmatics and Argumentation Theory

Cited by 5 publications

References 102 publications

Analisis Multimodal pada Teks Iklan untuk Mengidentifikasi Aspek Ketulusan Iklan

Analisis Multimodal pada Teks Iklan untuk Mengidentifikasi Aspek Ketulusan Iklan

Systemic Properties of Judgmental Discourse

Adding limits to argumentative reconstruction: the case of taste in argumentation

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