ISSA Proceedings 2010 – Argumentation Schemes In Proverbs

• by: Sarah Hoffmann - University of Bamberg

1. Proverbs and argumentation
It is widely known and accepted that proverbs can fulfil argumentative functions in communication. Mostly, the argumentative force of proverbs is ascribed to their authority as pieces of popular folk wisdom. In terms of argumentation theory that would mean that proverbs are arguments from authority themselves which derive their persuasiveness from their broad acceptance among speakers.
In view of this interpretation, proverbial argumentation has often been criticized alongside a growing general scepticism against authorities and tradition especially since the 70ties of the last century. Proverbial argumentation seemed to have lost most of its persuasiveness, since arguments whose credibility is based only on tradition and their publicity among the folk were systematically doubted and questioned.

Nevertheless, proverbs are still common language devices among speakers – not only in ironic or playful language use. And although the argumentative function of proverbs was initially described as only one among several other pragmatic functions, Kindt (2002) has shown that even those seemingly non-argumentative functions contain implicit argumentation initiated by the use of the proverb. One of his examples is the complex speech act of consolation which includes mostly a relativization of the event that is complained about. The relativization itself is often justified by a reason, e. g. the mentioning of the proverb Every beginning is difficult relativizes the importance of the event by describing it as an inevitable but time-limited handicap. Read more

ISSA Proceedings 2010 – On The Concept “Argumentum Ad Baculum”

• by: Michael J. Hoppmann - Northeastern University

1. Introduction
The aim of this paper is to question the value of the concept of the so-called “argumentum ad baculum” (appeal ‘to the stick’). This aim is distinct from the purpose of many earlier works that focused on analyzing whether appeals to threat are or are not fallacious and under which circumstances they might be justified (e.g. Wreen 1989, Levi 1999, Kimball 2006, Walton & Macagno 2007). Instead, this paper investigates whether there is a consistent phenomenon at all that can be called “ad baculum”.[i]

Of course, it must be recognized that any term (such as “ad baculum”) that is established and widely used in argumentation theory and rhetoric has a presumption of usefulness. It is therefore the burden of those who doubt the usefulness of the concept to show that it does significantly more harm than good for the discipline.[ii] Nevertheless, there are circumstances under which this burden of proof can indeed be satisfied. If a term obscures rather than explains the essential qualities of the phenomenon or phenomena it describes, then a discipline may be well advised in changing or abandoning it. One instance in which this might be the case is terms that unite concepts by addressing accidental rather than essential qualities. In the worst case these kinds of terms will unite phenomena under themselves that have very little in common with each other and only share one accidental quality.

To illustrate this point in an extreme case: I might observe that all of my friends by the name of Markus are very thin, nearly anorexic. I might even confirm this observation by looking for more Markuses and finding that most of them are also rather skinny. And I might even be statistically right in my belief that the average Markus is slimmer than the average citizen (due to, for example, the popularity of that name in a certain cohort or social group that is also prone to skinniness or anorexia). Still, I would be ill advised to talk of a “Markus figure” when describing the physique of somebody or analyzing the relationship between “Markusness” and skinniness because the group in question is united only by an accidental quality. Read more

ISSA Proceedings 2010 – Variations of Standpoint Explicitness In Advertising: An Experimental Study On Probability Markers

• by: Jos Hornikx - Radboud University Nijmegen

1. Introduction
Empirical research has demonstrated that variation in standpoint explicitness matters. In several research reports, explicit articulations of a standpoint or conclusion have been compared to more implicit articulations. Meta-analyses of such reports (Cruz, 1998; O’Keefe, 1997, 2002) have shown that messages with explicitly stated standpoints are more persuasive than messages without such standpoints. Such effects were not found for advertising messages, for which the conclusion – buy this product – seems relatively straightforward, regardless of the articulation of the conclusion (Cruz, 1998).

There are different ways in which explicit conclusions may be articulated, one of which is the use of probability markers. Advertising research has compared hedges (which mark a standpoint as moderately probable) and pledges (which mark a standpoint as very probable). In this study, it was investigated whether the reputation of the brand affects the persuasiveness of hedges and pledges. Based on a study conducted by Goldberg and Hartwick (1990), it was expected that hedges would be more persuasive for low-reputation brands, whereas pledges would be more persuasive for high-reputation brands. This expectation was put to a test in an experiment. Read more

ISSA Proceedings 2010 – Iconicity In Visual And Verbal Argumentation

• by: Paul van den Hoven - Tilburg University, Utrecht University

1. Functional equivalency
Imagine a drawing of a boat that clearly resembles the Titanic, but its bow has the shape of Bill Clinton’s face. The bow has just hit an iceberg. The iceberg is now sinking. It is not difficult to imagine this drawing as a cartoon. Does this cartoon represent argumentation?

Answering this question requires an argumentative reconstruction. Just as it requires an argumentative reconstruction to determine whether the verbal text “If Clinton were the Titanic, the iceberg would sink” represents argumentation. It was actually this verbal text that circulated in Washington during February 1998 (Fauconnier & Turner 2002, 221). I do not know whether the cartoon has ever been drawn and published.

The reconstruction processes that are required to determine whether either the cartoon or the joke represent argumentation develop in parallel[i]. Generally speaking both texts are just a sharp and funny way to express the opinion that Bill Clinton survives incidents that cost others – even those who are held to be unassailable – their position. In a specific context however it may be plausible to reconstruct a move in an argumentative discussion on the basis of this expressed opinion. In that case the texts can be said to represent this move[ii]. The expression fills a slot in a reconstructed discussion structure. Read more

ISSA Proceedings 2010 – Evaluating Pragmatic Argumentation: A Pragma-Dialectical Perspective

• by: Constanza Ihnen Jory - University of Amsterdam

1. Introduction
Pragmatic argumentation – also referred to as ‘instrumental argumentation,’ ‘means-end argumentation,’ ‘argumentation from consequences’– is generally defined as argumentation that seeks to support a recommendation (not) to carry out an action by highlighting its (un)desirable consequences (see, e.g., Perelman & Olbrechts-Tyteca 1969; Schellens 1987; van Eemeren & Grootendorst 1992; Walton, Reed & Macagno, 2008). Pragmatic arguments are fairly common in everyday discourse and particularly in discussions over public policy. Cases can be identified in the print media on a regular basis. For example, by the end of June 2010, the U.K.’s Chancellor George Osborne was defending the Lib-Con budget as a means to “boost confidence in the economy” (“Budget: Osborne Defends ‘Decisive’ Plan on Tax and Cuts”, 2010); Israel’s defence minister, Edhud Barak, was attacking the timing of plans to demolish 22 Palestinians homes in East Jerusalem as being “prejudicial to hopes for continuing peace talks” (“Ehud Barak Attacks Timing of Plans to Demolish 22 Palestinian Homes”, 2010); and major oil companies were attacking the US government’s ban on deepwater drilling as a policy that was “destroying an entire ecosystem of businesses” and “resulting in tens of thousands of job losses” (“US Gulf Oil Drilling Ban Is Destroying ‘Ecosystem of Businesses’”, 2010). Read more

ISSA Proceedings 2010 – Gendering The Rhetoric Of Emotions In Interviews: Argumentation And Counter-Argumentation

• by: Cornelia Ilie - Malmö University

1. Introduction
Media interviews carried out during election campaigns provide an important resource for documenting the communication styles and strategies of political candidates. These interviews are important communication tools consisting of a question-answer based dialogue in which the interviewer is acting as a mediator between the interviewee and the audience. Political journalists and reporters are assuming an increasingly influential role through the impact their rhetorical strategies have on both the politicians’ careers and on the choices made by electors. In interviews they often resort to rhetorically manipulative tactics that exert decisive influence on the politicians’ performance and image, as well as on the audience’s perception and emotions.

As more women are entering the political arena, a number of gender-related aspects are becoming apparent in the rhetorical style and argumentative strategies used in both mixed-gender and same-gender interviews. According to common stereotypes, women tend to express their emotions more often, experience their emotions more intensely and show greater emotional awareness. As visual prompts (pictures, ads, streaming video) are increasingly used in framing an interviewee’s personality and roles, mainstream media coverage of women politicians still emphasises their traditional roles as wives and mothers and focuses on their appearance, dressing styles, and personal lives. The depth and quality of media coverage of women is still inadequate in that it exhibits pervasive stereotypical thinking that leads to gender-specific expectations and evaluations. Thus, while rationality and assertive attitude are highlighted as positively-valued masculine traits, soft emotions are most frequently associated with socially desirable traits in women. Women’s emotional manifestations are often assumed to involve the expression of tender feelings and empathy for the feelings of others. Gender biases disseminated by the media are significant because they can have electoral consequences. At a time when politics is thoroughly mediatised, voters respond to candidates largely in accordance with information (and entertainment) received from mass media. Read more