Reasons to buy: The logic of advertisements

Christina Slade*

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

14 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)157-178
Number of pages22
Issue number2
Publication statusPublished - 2002


  • Advertisement
  • Argumentation
  • Media audiences

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