ISSA Proceedings 2010 – Argumentative Insights For The Analysis Of Direct-To-Consumer Advertising

• by: Dima Mohammed & Peter Schulz - University of Lugano

1. Introduction
Among the scholars interested in direct-to-consumer advertising (DTCA), there is more and more interest in examining argumentation in this particular type of ads. On the one hand, the argumentative nature of direct-to-consumer advertising can hardly be overlooked,[i] but on the other hand, this argumentative nature is also often the main source of criticism that the opponents of DTCA advance. Critics often point out that direct-to-consumer advertising, as the name suggests, is a promotional activity that aims at increasing the sales of the medicine advertised (Chandra & Holt, 1999; Gilbody, Wilson & Watt, 2005; Mintzes, 1998; Wolfe, 2002), rather than a source of information that raises the health literacy of the public and allows patients to be more involved in their healthcare, as DTCA supporters claim (Auton, 2004, 2007; Calfee, 2002; Jones & Garlick, 2003). In a previous paper (Mohammed & Schulz, 2010), we have argued that the argumentative nature of DTCA is not necessarily what diminishes its educational potential. Ideally, it is possible for direct-to-consumer advertising to fulfil both educational and promotional purposes.

Reasonable argumentation can reconcile the promotional and educational aims of direct-to-consumer advertising. A reasonable defence of this claim will react to the doubt of patients as well as to the competing claims and arguments of other pharmaceutical companies. Such a defence will provide assistance for the patients in making well-informed decisions and if successful will also convince them to ask their doctors to prescribe medicine x for them. The latter is the heart of pharmaceuticals’ promotional interest. However, our previous analysis of strategic manoeuvring in DTC ads suggests that pharmaceutical companies are more interested in getting the claim that promotes their medicine accepted by an audience of consumers rather than by an audience of patients who would like to be more involved in their health care. That is mainly reflected by the choice of relying significantly on arguments that promote the medicine on the basis of qualities that relate to its non-medical attributes (in our earlier study, we have referred to such arguments, which address the non-medical attributes of a medicine, such as the ease of use of a medicine, its cost benefits, and social-psychological enhancements attributes … etc, as convenience appeals). Such a choice reflects an interest in convincing a potential consumer who would certainly care about what is convenient, rather than convincing an active patient who is more concerned with the effectiveness and safety of his treatment option. Even though the findings of our analysis are in line with a significant part of the criticism of the practice of direct-to-consumer advertising, a test of the generalisability of such findings seems to be necessary. Read more

ISSA Proceedings 2010 – Strategic Maneuvering With The Technique Of Dissociation In International Mediation

• by: Daniela Muraru - “Dunărea de Jos” University of Galaţi

1. Introduction
This paper [i] is an illustration of the way in which dissociation becomes a tool of the mediator’s strategic maneuvering, by means of which the disputants’ disagreement space is minimized, decision-making being thus facilitated. The mediator’s argumentative behavior will be explored, investigating the way in which he succeeds in “maintaining a delicate balance” (van Eemeren & Houtlosser 2002) between the dialectical and the rhetorical aims in employing the argumentative technique of dissociation.

As established by van Rees (2006, 2009a), dissociation implies the use of two speech acts – definition and distinction. The analysis conducted in this paper shows the way in which dissociation is employed in the mediated type of discourse with the purpose of defining (and re-defining) ‘peace’ and the conditions of a peace agreement, ‘security’ or other important issues regarding the state of war, and of making a distinction, respectively, between the atrocities of war and the idea of peace. The aim is to strategically pursue both the rhetorical aspects – to achieve rhetorical effectiveness, in the sense of dissociation as bringing about a change in the starting point of the other party, and the dialectical ones – as all the parties want to resolve the conflict reasonably. Consequently, the discussion of the issues of peace and security perfectly shapes the relationship between dissociation and the speech acts of defining and distinguishing and proves how strategic maneuvering functions in real-life argumentation (cf. Muraru 2008c). Read more

ISSA Proceedings 2010 – Elements For An Argumentative Method Of Interpretation

• by: María G. Navarro - University of Amsterdam

When are we, in fact, arguing? Even one and the same author may offer more than one definition of what he understands by argumentation: this is partly because the problem of argumentation is not confined to a single area of knowledge or of practical life. Definitions of argumentation are as varied as the different positions taken on the question of what exactly we do when we argue. Be that as it may, we are struck by the fact that the problem of argumentation (above all in its application to hypothetic-inductive methods) has not been analysed as a problem linked to interpretation.

In this paper the hypothesis that it is in philosophical hermeneutics that the foundations of the so-called speculative theories of argumentation are to be found is presented. To show the consistency of this hypothesis an analysis of concepts (plausibility, dialectic, rhetoric, heuristic reasoning, and reasoning topic) will be presented in order to show the hermeneutical basis of developments in the field of argumentation theories. Read more

ISSA Proceedings 2010 – The Enthymeme Between Persuasion And Argumentation

• by: Ana Laura Nettel - Department of Law, Universidad Autónoma Metropolitana, Mexico

1. Persuasion
Currently, in the field of argumentation, distinct and even conflicting conceptions abound, one of the most widely debated of which is persuasion. For the epistemic tendency (Siegel and Biro 2008), persuasion and argumentation remain quite distinct for, even if it is allowed that persuasion may sometimes be the aim of argumentation, proponents of this point of view nevertheless consider that the validity of an argument must be evaluated on epistemic criteria alone. Basing himself on a different analysis, Marc Angenot arrived at the same conclusion in his latest book (Dialogue de sourds, 2008, p. 93-96): for him, argumentation rarely leads to persuasion, hence the two should be radically separated.

Argumentation has been distinguished from persuasion by pointing to the orator’s purpose: if the specific purpose is to obtain adherence from the addressee by all possible means, usually understood as including non-reasonable ones, then what is taking place is not argumentation but persuasion. The objective of obtaining adherence is also closely related to pathos and ethos, which are emotional elements seen, in this perspective, as being opposed to rational ones. According to this conception, persuasion, which is mainly identified with rhetoric, is a type of discourse whose priority is obtaining the addressee’s adherence: this activity is considered as being opposed to argumentation (unlike Perelman’s conception insofar as he considers adherence as the purpose of argumentation); for proponents of this tendency, which I seek to counter, persuasion is therefore considered as roughly equivalent to manipulation. I will come back to their distinction later since persuasion has been opposed to argumentation because it is frequently confused with manipulation. Read more

ISSA Proceedings 2010 – Employing The Toulmin’s Model In Rhetorical Education

• by: Davor Nikolić & Diana Tomić - University of Zagreb, Croatia

1. Introduction
Rhetoric is the art of audience directed public speaking (Škarić 2003). There have been numerous definitions of rhetoric throughout history, but in either case all involve speaking in front of the audience. These two key concepts determine all other aspects of rhetorical theory, pedagogy and finally practice. This paper [i] explores the connection between rhetorical theory, developed both by ancient Greek scholars and modern authors, and rhetorical pedagogy. The paper also validates the connection of theory and pedagogy on examples from rhetorical practice. This is also an attempt to combine Aristotle’s notion of enthymeme and Toulmin’s argumentation model by emphasizing their similarities while proposing Toulmin’s model as a teaching and learning device, as well as an evaluation instrument for public speaking instructors. The analyzed speech examples belong to two groups; the first group includes speeches delivered at final presentation at School of Rhetoric in Croatia and the second those delivered in the Croatian Parliament. Read more

ISSA Proceedings 2010 – The Argumentative Structure Of Some Persuasive Appeal Variations

• by: Daniel J. O’Keefe - Northwestern University

1. Introduction
Substantial experimental social-scientific research has been conducted concerning the relative persuasiveness of alternative versions of a given message. This research has obvious practical value for informing the design of effective persuasive messages, and it can also contribute to larger theoretical enterprises by establishing dependable general differences in message effectiveness (differences that require explanation).

But this research suffers from two problems. One is the undertheorization of message properties, that is, insufficient analytic attention to the nature of the message variations under examination (for some discussion, see O’Keefe 2003). The second – related – problem is inattention to the conceptual relationships between different lines of research. The consequence of this second problem is that the research landscape consists of isolated pockets of apparently-unrelated research findings, with little exploration of possible underlying connections.

The purpose of this paper is to analyze the conceptual relationships among the argument forms embodied in a number of message variations that have figured prominently in persuasion research. The central claim is that one relatively simple argumentative contrast underlies a great many of the – seemingly different – message variations that have been studied by persuasion researchers. This underlying unity has been obscured, however, precisely because persuasion researchers have not been attentive to the fundamental argumentative structures of the messages under investigation. Read more