Reasons to Buy: The Logic of Advertisements

This paper argues that advertisements have been wrongly conceived as appealing to the irrational. Advertisements contain a structure of argumentation, but often far more complex than would initially appear. Advertisements give reasons for consumers to choose products, voters to elect a candidate, or citizens to alter their behavior. The way they do so is to best explained in terms of their argumentative structure.     

What is at Issue in Argumentation? Judgment in the Hellenistic Doctrine of <Emphasis Type="Italic">Krinomenon</Emphasis>

This paper offers an account of the Hellnistic doctrine of krinomenon, elaborating on the idea of rhetoric’s restoration as a major tool of contemporary research and philosophical study. As opposed to theories of argumentation that identify judgment with its propositional version and establish legitimization on speaker-audience identity, failing to acknowledge difference and controversy, the doctrine of krinomenon focuses on the question posed, connecting rhetoric to judgment. The crucial difference from classical rhetoric lies in the concept of zētēma: In the doctrine of krinomenon, participants in a common inquiry are reasonable, while logos refers to judgment itself – not the audience. Whereas a proposition dismisses its own problematization, controversy, i.e. non-identity that gives meaning to utterances, is inscribed in krinomenon, which is the product of dialectic between contradictory utterances. Beyond the two opposite logics of dogmatism and relativism, difference in the doctrine of krinomenon is judgment’s very condition.     

Educational Background,Modes of Discourse and Argumentation: Comparing Women and Men

This paper analyses the way in which discourse and argumentation may vary depending on participants educational level and gender. Men and women from three different educational levels (literacy, advanced level and university students) participated in discussion groups that debated about women and work, the sharing of housework and the way in which girls and boys are educated. The results showed important differences depending on participants educational level and gender. In general, the main differences were related to educational level, while gender tended to interact with educational level, as a moderating factor.     

Monologic and Dialogic Styles of Argumentation: A Bakhtinian Analysis of Academic Debates between Mainland China and Taiwan

This study applies the concept of reported speech advanced by the renowned Russian literary scholar Mikhail Bakhtin to compare the argumentative styles of Mainland China and Taiwan. These societies in question are considered by many scholars as sharing the same argumentative style. The study reports that the Mainland debaters more frequently than the Taiwanese debaters maintained the authenticity of the quotations cited from ancient Confucian sources, whereas Taiwanese debaters paraphrased more frequently. On the other hand, this difference cannot be found when debaters quoted from sources other than Ancient Confucians. The findings, according to Bakhtin, imply a contrast of monologic and dialogic tendencies toward authority, which results in a style difference between Mainland and Taiwan argumentation.     

Aristotle's Endoxa and Plausible Argumentation

Aristotle's conception and use of ta endoxa are key points to our understanding of Aristotelian dialectic. But, nowadays, they are not of historical or hermeneutic importance alone, as, in Aristotle's treatment of endoxa, we still see a relevant contribution to the modern study of argumentation. I propose here an interpretation of endoxa to that effect: namely, as plausible propositions. This version is not only defensible in the Aristotelian context, it may also shed new light on some of his assumptions and methodological shortcomings – e.g. concerning the 'plausible/implausible' pair –; finally, it will even enable us to show certain basic hints and guidelines, advanced by Aristotle's study of endoxa, which still serve nowadays to orientate our studies of argumentation from the angle of a theory of plausible argument currently under construction. These hints and guidelines suggest a pragmatic, gradual and comparative discursive concept of plausibility, and point, in particular, towards the reasonable dealing with, and weighing up of, differences of opinion within this frame of reference.     

Culture and collective argumentation

What are the mechanisms underlying the reproduction and change of collective beliefs? The paper suggests that a productive and promising approach for dealing with this question can be found in ontogenetic and cross-cultural studies on ‘collective argumentations and belief systems’; this is illustrated with regard to moral beliefs: After a short discussion of the rationality/relativity issue in cultural anthropology some basic elements of a conceptual framework for the empirical study of collective argumentations are outlined. A few empirical case studies are summarized; the results deliver some empirical evidence to the assumption that as the ‘logic of collective argumentations’ develops in children and adolescent there will be different and increasingly more complex constraints on the kinds of basic moral beliefs that can be collectively accepted. Most importantly, as children approach adolescence they may have acquired a ‘logic of argumentation’ which makes possible a collectively valid distinction between the ‘is’ and the ‘ought’ of some disputed particular moral issue. A comparison with a land litigation among Trobriands (Papua New Guinea) shows that the ‘logic of argumentation’ and the corresponding basic moral beliefs of Trobriands very much resemble the ‘logic of argumentation’ and moral rationality standards of (German) adolescents.     

Speech act conditions as tools for reconstructing argumentative discourse

According to the pragma-dialectical approach to argumentation, for analysing argumentative discourse, a normative reconstruction is required which encompasses four kinds of transformations. It is explained in this paper how speech act conditions can play a part in carrying out such a reconstruction. It is argued that integrating Searlean insights concerning speech acts with Gricean insights concerning conversational maxims can provide us with the necessary tools. For this, the standard theory of speech acts has to be amended in several respects and the conversational maxims have to be translated into speech act conditions. Making use of the rules for communication thus arrived at, and starting from the distribution of speech acts in a critical discussion as specified in the pragma-dialectical model, it is then demonstrated how indirect speech acts are to be transformed when reconstructing argumentative discourse.     

Pragmatic connectives,argumentative coherence and relevance

This article is concerned with pragmatic connectives and their uses in discursive argumentation. Three approaches to pragmatic connectives will be presented: (1) argumentation theory, which implies a conception of pragmatics integrated within semantics, and a specific type of argumentative rules, called topoi; (2) discourse structure theory, which associates a function in the structuring of discourse sequences to pragmatic connectives; (3) relevance theory, which constitutes a cognitive pragmatic theory, in which no specific principle is associated to linguistic items. However, two main functions to pragmatic connectives can be proposed: the facilitation of inferences, and the access to relevance. The final purpose of this article is to indicate how argumentative effects in discourse can be explained in a cognitively-based pragmatic theory.     

The Construction of Issues: Pleading Theory and Practice, Relevance in Pragmatics, and the Confrontation Stage in the Pragma-Dialectical Theory of Argumentation

Legal theory and practice, particularly on the exchange of pleadings, are referred to as a means of examining current thinking in pragmatics on relevance. The rules of pleadings suggest that the concept of relevance as used in pragmatics is emptied of any meaning and that theories of argumentation have not sufficiently taken into account the preliminary construction which issues to be argued about require.     

Champ et effets de la négation argumentative: contre-argumentation et mise en cause

An argument can be taken as an operation of justification or as the product of this operation. But what about a counter-argument? This article is based on the hypothesis that there exists an operation of argumentative negation, which is both the argumentative and the negative equivalent of the operation of justification. Justification and argumentative negation necessarily act on assertions, for they are active at the level of the epistemic modalities of statements. As an operation, a counter-argument can thus be described, as the application of an argumentative negation; as a product, it can be described as an argument the conclusion of which shows traces of negative modality. Two uses of argumentative negation are distinguished here: counter-argumentation and calling into question. The former can lead only to assertive conclusive statements, but the latter can also lead to directives or commissives. This leads the authors to introduce the notion of pseudo-argument, besides those of argument and counter-argument. It is shown in particular that when a pseudo-argument is rejected, argumentative negation has the effect of making evident an underlying argument. With respect to the latterit functions as a counter-argumentation, whereas with respect to the illocutionary act accomplished by the conclusive statement, it functions as a calling into question of a condition of satisfaction for this act. This article also defines certain characteristics of argument, proposes criteria for identifying argumentative negation in polemical conversations, and distinguishes four modes of counter-argumentation.