Article2007

Visual Argumentation in Scandinavian Political Advertising: A Cognitive, Contextual, and Reception Oriented Approach

66 citations0/0 files storedArgumentation and Advocacy

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Rhetoric and Communication Studies Linguistics and Discourse Analysis Cultural and political discourse analysis

Abstract

In a Danish election campaign in 2001, the party Venstre published an advertisement whose visual argumentation caused offence and debate. But what exactly was the argument? And how do we best locate such visual arguments? This essay argues for a cognitive, contextual, and reception oriented approach to visual argumentation. It illustrates such an approach by briefly analyzing the context and rhetorical potential of the advertisement and by establishing which arguments the public actually reconstructed from this advertisement.

Citations in this library

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References

1987Speech Genres and Other Late Essays 1987News that matters : television and American opinion 1990Dialogism 1997The Bakhtin Reader: Selected Writings of Bakhtin, Medvedev, Voloshinov 2012Defining Visual Rhetorics 1982Advances in Argumentation Theory and Research.1959Aristotle's enthymeme revisited 1987Handbook of Argumentation Theory

Cited by

2017Multimodal argumentation: Beyond the verbal/visual divide 2015Multimodal argumentation in news magazine covers: A case study of front covers putting Greece on the spot of the European economic crisis 2014Should Visual Arguments be Propositional in Order to be Arguments?2017The rhetorical and argumentative potentials of press photography 2017Visual rhetorical argumentation 2009REPORTING ISRAEL/PALESTINE 2015Running Like a Man, Sitting Like a Girl: Visual Enthymeme and the Case of Caster Semenya

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