The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising
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 a...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Windsor
2019-12-01
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| Series: | Informal Logic |
| Online Access: | https://informallogic.ca/index.php/informal_logic/article/view/6046 |
| _version_ | 1818750475250434048 |
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| author | Sabrina Mazzali-Lurati Chiara Pollaroli Daniela Marcantonio |
| author_facet | Sabrina Mazzali-Lurati Chiara Pollaroli Daniela Marcantonio |
| author_sort | Sabrina Mazzali-Lurati |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-18T04:20:16Z |
| format | Article |
| id | doaj.art-6a7c56b0d3a747f7bc5b45d528f2bbf8 |
| institution | Directory Open Access Journal |
| issn | 0824-2577 2293-734X |
| language | English |
| last_indexed | 2024-12-18T04:20:16Z |
| publishDate | 2019-12-01 |
| publisher | University of Windsor |
| record_format | Article |
| series | Informal Logic |
| spelling | doaj.art-6a7c56b0d3a747f7bc5b45d528f2bbf82022-12-21T21:21:15ZengUniversity of WindsorInformal Logic0824-25772293-734X2019-12-0139410.22329/il.v39i4.6046The Rhetorical and Argumentative Relevance of "Extreme Consequence" in AdvertisingSabrina Mazzali-LuratiChiara Pollaroli0Daniela MarcantonioUniversità della Svizzera italianaThe “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.https://informallogic.ca/index.php/informal_logic/article/view/6046 |
| spellingShingle | Sabrina Mazzali-Lurati Chiara Pollaroli Daniela Marcantonio The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising Informal Logic |
| title | The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising |
| title_full | The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising |
| title_fullStr | The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising |
| title_full_unstemmed | The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising |
| title_short | The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising |
| title_sort | rhetorical and argumentative relevance of extreme consequence in advertising |
| url | https://informallogic.ca/index.php/informal_logic/article/view/6046 |
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