Identificarea nivelurilor logice ale argumentării discursive a sloganurilor brandului „Coca-Cola”
The Identification Of Logical Levels Of Discursive Argumentation Of Coca-Cola's Slogans

Summary/Abstract: This study is aimed at presenting some aspects connected to the logical levels of the discursive reasoning of the “Coca-Cola” brand slogans. It was the formal reasoning that was proved within some of the “Coca-Cola” brand. The discursive reasoning phenomenon was presented as a link that can be done between the linguistics and the argumentative logic. In this way, the article presented the structure of the discursive reasoning and the peculiarities of the logical reasoning of some slogans belonging to the “Coca-Cola” brand. It was proved that, in point of the logical operations and the rhetorical argumentative, the discourse of the slogans of this brand circumscribe in the area of the logic applied to an actional situation. It was explained that each slogan has a syntactic constituent, a semantic one and a logical – pragmatic one. From the point of view of the actional logic, the discourse of the “Coca-Cola” brand is linked to the world of the values and to the interest of those that emit or receive the advertising message. The whole research undertaking highlights that the logical levels of the discoursive reasoning of the “Coca-Cola” brand slogans cover the conceptual area of a field lying at the crossroads between linguistic and the reasoning logic of the actional type.

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