No matter where we are advertisements are everywhere, but how do people decide which product to buy? Today consumers may choose which toothpaste or shampoo they want to purchase because there is a huge range of brands that offer the same goods, therefore companies have to persuade consumers to buy their product. As a student of linguistics I asked myself how argumentative persuasion in advertising functions and how it contributes to its effectiveness. I found two very interesting approaches by Clemens Ottmers and Nina Janich who determined different argumentation strategies for analysing advertisements.
Although there is a lot of literature dealing with language and advertising, there are only few works concerned with strategies of argumentation in advertising. Since 1945, and especially during the economic miracle, there has been a steady increase of research in the field of language and advertising. First works dealing with argumentation and advertising were published in the 1960s. In the course of years linguists concentrated more on specific linguistic aspects of advertising and presented first analysing methods. Furthermore, they focused on rhetoric figures, strategies of advertising, and on the effects of images. Nowadays, linguistic research concentrates on semiotics and image-text-relations, as well as on intentions, persuasion in advertisements, and TV spots. However, the main problem of linguistic research of advertising is the lack of a fundamental work dealing with language of advertising and its versatility with reference to images and advertising media.
Table of Contents
1. Introduction
2. Argumentation Theories
2.1 Formal Argumentation Strategies (Ottmers)
2.1.1. Enthymematic Argumentation
2.1.2. Argumentation Through Exemplification
2.1.2.1. Inductive Example
2.1.2.1. Illustrative Example
2.1.3. Topos
2.2. Content Based Strategies (Janich)
2.2.1. Reference to Product
2.2.2. Reference to Sender
2.2.3. Reference to Recipient
3. Analyses of Strategies of Argumentation in Print Ads
3.1. Method of Analysing
3.2. Analyses
3.2.1. Print Ad 1
3.2.2. Print Ad 2
3.2.3. Print Ad 3
4. Conclusion
Research Objectives and Themes
The primary aim of this research paper is to evaluate the applicability of Clemens Ottmers' "Formal Strategies of Argumentation" and Nina Janich's "Content Based Strategies of Argumentation" as a comprehensive theoretical framework for analyzing the persuasive mechanisms used in modern English print advertisements.
- Theoretical analysis of formal argumentation structures (enthymeme, exemplification, and Topoi).
- Examination of content-based strategies focusing on product, sender, and recipient references.
- Methodological application of linguistic analysis to selected contemporary print advertisements.
- Investigation of the interplay between language, imagery, and persuasive intent in advertising.
- Exploration of how consumers infer conclusions in abridged argumentation patterns.
Excerpt from the Book
2.1.1. Enthymematic Argumentation
The term enthymeme refers to a pattern of argumentation which consists of three elements: argument, conclusion, and generic premise. It is a three-step argumentation procedure “where one can deductively infer from the indisputably general to plausibility of a singular case” (Ottmers 1996: 74). According to Ottmers (cf. Ottmers 1996: 74), in an argumentation the argument is used to make a disputed claim probable and plausible. The argument transfers the contentious statement to a conclusion. This works by using a general principle that Ottmers describes as generic premise. It provides a connector between an argument and a conclusion. This three-step argumentation procedure represents the basic prototype of an enthymeme.
In everyday speech the enthymeme has five characteristics: first of all an enthymeme is not definite in its formal structure. In other words: the element’s order may vary. Secondly, the three elements should not necessarily be made explicit. An enthymeme may be abridged in a way that one or even two elements are not mentioned. In this case the recipient has to fill this gap. Ottmers points out that there are three abridged variations of enthymemes: a variation without a generic premise, a variation with the lack of a conclusion, and a version with the absence of an argument (cf. Ottmers 1996: 75). He also highlights that there can also be an absence of the generic premise and the conclusion at the same time (cf. Ottmers 1996: 75). This variation is typically used in advertising to assure conciseness and briefness. Furthermore, the degree of popularity of a topic depends on the degree of abbreviation. Ottmers found that advertisements which deal with an unfamiliar and complex topic tend to describe argumentation steps in detail, whereas advisements dealing with non-contentious statements tend to describe argumentation steps less detailed (cf. Ottmers 1996: 75).
Summary of Chapters
1. Introduction: Outlines the significance of argumentative persuasion in advertising and introduces the linguistic research approaches of Clemens Ottmers and Nina Janich.
2. Argumentation Theories: Provides a theoretical foundation by detailing formal argumentation strategies like enthymemes and Topoi, alongside content-based strategies categorized by references to products, senders, and recipients.
3. Analyses of Strategies of Argumentation in Print Ads: Applies the theoretical frameworks to practical examples, deconstructing three specific print advertisements into their headline, body, and slogan components to identify persuasive mechanisms.
4. Conclusion: Synthesizes the findings, confirming that while advertising relies heavily on enthymematic structures and hedonistic value appeals, individual advertisements exhibit diverse usage of these theoretical strategies.
Keywords
Linguistics, Argumentation Strategies, Advertising, Enthymeme, Content Based Strategies, Semiotics, Persuasion, Ottmers, Janich, Topoi, Print Ads, Rhetoric, Consumer Psychology, Language of Advertising, Argumentation Theory
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on identifying how linguistic argumentation strategies are utilized in modern English print advertisements to persuade consumers.
Which theoretical models are central to this study?
The study primarily utilizes Clemens Ottmers' "Formal Strategies of Argumentation" and Nina Janich's "Content Based Strategies of Argumentation" to categorize persuasive elements.
What is the primary goal of the author?
The goal is to demonstrate that the combined approaches of Ottmers and Janich provide a robust theoretical basis for analyzing the linguistic and logical structure of advertising copy.
Which methodology is employed in the analysis?
The author performs a structural decomposition of three specific print ads, analyzing the headline, text body, and slogan to identify specific formal and content-based strategies.
What aspects of advertisements are covered in the main body?
The main body covers the analysis of individual advertisements (Olay, Garnier, L'Oréal) and breaks down how they employ arguments, generic premises, and conclusions.
What are the characterizing keywords of this work?
The work is characterized by terms such as Linguistics, Argumentation Strategies, Advertising, Enthymeme, and Content Based Strategies.
Why does the author focus specifically on the "enthymematic" argumentation?
The author notes that enthymemes are the most frequently encountered formal strategy in advertising because their abridged nature allows for conciseness while engaging the consumer to complete the logical gap.
How does the role of the "authority" function in the L’Oréal advertisement?
In the L’Oréal ad, the celebrity Jennifer Lopez serves as an authority whose personal brand mediates values of beauty, success, and fame, effectively strengthening the plausibility of the product's claims.
What is the significance of the "Topos" in the analysis?
Topoi are defined as essential, plausible relations between arguments and conclusions, allowing the advertisements to bridge the gap between product features and consumer needs using everyday logic.
How do content-based strategies influence consumer perception?
By referencing products, senders, or recipients and appealing to hedonistic values like vitality, beauty, and health, these strategies attempt to emotionally align the consumer with the advertised product.
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- Julia Trede (Autor:in), 2012, A Linguistic Analysis of Strategies of Argumentation in English Print Ads, München, GRIN Verlag, https://www.grin.com/document/194130
