Impossibly good looks: A pragma-ontological approach to unearthing the latent rhetorical structure of anti-ageing advertising discourse Cover Image

Impossibly good looks: A pragma-ontological approach to unearthing the latent rhetorical structure of anti-ageing advertising discourse
Impossibly good looks: A pragma-ontological approach to unearthing the latent rhetorical structure of anti-ageing advertising discourse

Author(s): George Rossolatos
Subject(s): Semiology, Evaluation research, Phenomenology, Marketing / Advertising, Ontology, Rhetoric
Published by: TARTU ÜLIKOOLI KIRJASTUS
Keywords: rhetorical analysis; critical discourse analysis; anti-ageing advertising; fundamental ontology; existential phenomenology;

Summary/Abstract: This paper aims at unearthing the appeals, the argumentative schemes and the modes of rhetorical configuration that make up the rhetorical structure of the anti-ageing skin care product category’s print advertising discourse. To this end, the pragma-ontological approach is put forward as an offshoot of the pragma-dialectical perspective in rhetorical analysis and criticism. The pragma-ontological approach adds interpretative depth to the overt argumentation structure of anti-ageing products’ ads on the grounds of fundamental ontology/existential phenomenology. The analysis points to three levels where the ads’ arguments function: an overt level and two covert ones. On the overt level the ads function against the background of mixed ethos/pathos/ logos appeals that buttress an argumentation scheme from values.

  • Issue Year: 46/2018
  • Issue No: 2-3
  • Page Range: 216-254
  • Page Count: 39
  • Language: English