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.

This paper investigates the role that the stylistic device of praeteritio (or paralipsis) can play in arguers’ attempts to reconcile their rhetorical with their dialectical aims by manoeuvring strategically when carrying out particular discussion moves of the dialectical procedure for resolving a dispute. First, attention will be paid to the ways in which praeteritio can be realized in discourse. Next, an analysis is given of the effects the use of praeteritio may have as a result of the presentational means that are employed. This analysis will be used to establish the possibilities for strategic manoeuvring with this device in the different stages of an argumentative discussion. Finally, an indication is given of how the types of strategic manoeuvring that a praeteritio can be instrumental in may derail, and in which violations of the rules for critical discussion such derailed manoeuvrings may result.