Seeing reasons: visual argumentation in advertisements

Christina Slade

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)


It is a commonplace of discussion about the impact of visual media, whether visual images in print, televisual images or the images of the internet, to claim that it functions irrationally. This paper argues against that claim. First, the assumptions about the connection between rationality and linear, written, unemotional prose are unjustified. Secondly, using analytic techniques analogous to those used in identifying argumentation in verbal text, is possible to discern arguments in visual text, in particular in image based advertisements.
Original languageEnglish
Pages (from-to)145-160
Number of pages16
Issue number2
Publication statusPublished - 2003


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