Argumentation Mar 2016 Open Access

Argumentative Patterns in Over-the-Counter Medicine Advertisements

A. Francisca Snoeck Henkemans University of Amsterdam

Abstract

In this paper, an argumentative pattern that is prototypical for the communicative practice of over-the-counter medicine advertisements will be discussed. First, a basic argumentative pattern for this type of advertisement will be identified. In addition, an overview of various types of extensions of this basic pattern will be presented. Finally, it will be made clear how combinations of the basic pattern and specific extensions can be analysed as the result of strategic choices made by the advertisers concerning the type of arguments that are advanced, the argumentation structure and the presentation of their arguments.

Journal
Argumentation
Published
2016-03-01
DOI
10.1007/s10503-015-9373-3
CompPile
Open Access
OA PDF Hybrid
Topics
argument
Export
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Citation Context

Cited by in this index (3)

  1. Musi et al. (2018)
    Discovering Argumentative Patterns in Energy Polylogues: A Macroscope for Argum…
    Argumentation
  2. Archila (2018)
    Evaluating Arguments from a Play about Ethics in Science: A Study with Medical …
    Argumentation
  3. Pan et al. (2018)
    Argumentative Patterns in Chinese Medical Consultations
    Argumentation

References (13) · 2 in this index

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CrossRef global citation count: 12 View in citation network → Build reading path →

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