Argument Strategies: Antidote to Tylenol's Poisoned Image

William Lyon Benoit · James J. Lindsey

76 citations0/0 files storedArgumentation and Advocacy

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Linguistics and Discourse Analysis Public Relations and Crisis Communication Rhetoric and Communication Studies

Abstract

The Tylenol capsule poisonings created a potentially disastrous situation that could easily have cost the reputation and market share of one of Johnson and Johnson's leading products. The manufacturers responded with a well-conceived advertising campaign to defend Tylenol's image. This campaign is an important instance of practical reasoning in which key actions were coordinated with related arguments: the link between Tylenol and the poisoning was denied, Tylenol's image as a safe product was bolstered, and capsules were differentiated from other products. These arguments worked well together, and they were sufficient to accomplish the goal: Tylenol's sales were restored to very nearly the market share enjoyed prior to the poisonings. This analysis extends the applicability of the genre of apologia as a source of argumentative topoi for analysis of (a) a media campaign (b) on behalf of a consumer product (c) which did not receive a prior discursive attack.

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1969A Grammar of Motives 1973They spoke in defense of themselves: On the generic criticism of apologia 1959Modes of resolution of belief dilemmas 1970Rhetoric of Religion 1981Apologia in team sport

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