What are we to think about consumer advertising? A case-study in the field of misinterpreted argumentation
Studies in Communication Sciences.
Autori: Sara Rubinelli, Kent Nakamoto, Peter J. Schulz, Louis de Saussure
Tipo di pubblicazione: Articolo


This paper aims to test the hypothesis of whether direct-to-consumer advertising of prescription medicines presents information framed in potentially misleading argumentative structures. By joining together perspectives from argumentation theory, pragmatics and marketing research, we highlight and discuss the results of a pilot study designed to assess whether readers perceive the arguments as argumentative and, if so, which explicit and implicit elements provide groundings for the inference actually drawn by the target from the ads.