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Comments on `Rhetorical Analysis Within a Pragma-Dialectical Framework

Comments on `Rhetorical Analysis Within a Pragma-Dialectical Framework 308 EUGENE GARVER example. There are implicit judgments concerning the audience, the effect on the audience, whether the appeal is successful and whether it should be successful. In a way it seems to me that van Eemeren and Houtlosser take for granted a rhetorical story that is itself divorced from dialectical con- siderations. They seem to think that rhetorical intentions and effects are fairly transparent, and need only be subject to dialectical judgment. I doubt that audiences are as deceived and manipulated as they make out – although how either of us would prove such a thing is another question – and wonder how the rhetoric of these advertisements would look under the more dialec- tical assumptions that audiences are perfectly aware of what is going on. The relation between reasonableness and victory might force us to redefine both those terms. And thus my third issue. I don’t think that Reynolds is trying to fool anybody. (This doesn’t mean that I have a higher opinion of their motives or purposes than van Eemeren and Houtlosser do.) I offer the competing hypothesis that Reynolds is aiming at the creation and presentation of a corporate identity, that of the upright, thoughtful http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Argumentation Springer Journals

Comments on `Rhetorical Analysis Within a Pragma-Dialectical Framework

Argumentation , Volume 14 (3) – Oct 3, 2004

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Publisher
Springer Journals
Copyright
Copyright © 2000 by Kluwer Academic Publishers
Subject
Philosophy; Logic; Communication Studies; Theories of Law, Philosophy of Law, Legal History; Political Communication
ISSN
0920-427X
eISSN
1572-8374
DOI
10.1023/A:1007809230938
Publisher site
See Article on Publisher Site

Abstract

308 EUGENE GARVER example. There are implicit judgments concerning the audience, the effect on the audience, whether the appeal is successful and whether it should be successful. In a way it seems to me that van Eemeren and Houtlosser take for granted a rhetorical story that is itself divorced from dialectical con- siderations. They seem to think that rhetorical intentions and effects are fairly transparent, and need only be subject to dialectical judgment. I doubt that audiences are as deceived and manipulated as they make out – although how either of us would prove such a thing is another question – and wonder how the rhetoric of these advertisements would look under the more dialec- tical assumptions that audiences are perfectly aware of what is going on. The relation between reasonableness and victory might force us to redefine both those terms. And thus my third issue. I don’t think that Reynolds is trying to fool anybody. (This doesn’t mean that I have a higher opinion of their motives or purposes than van Eemeren and Houtlosser do.) I offer the competing hypothesis that Reynolds is aiming at the creation and presentation of a corporate identity, that of the upright, thoughtful

Journal

ArgumentationSpringer Journals

Published: Oct 3, 2004

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