Renske Wierda's research focuses on the argumentation used in American direct-to-consumer print medical advertisements, persuasive texts designed to sell medical products such as drugs, pain relievers and vitamins. In such adverts, individuals who claim to have personal experience with the advertised product are sometimes presented as an authority on its effectiveness, acting as endorsers of the product. Wierda studies the strategic way in which advertisers can make use of this form of experience-based authority argumentation, focusing on how they can anticipate readers' critical reactions to this type of argument.
R.M. Wierda: Experience-Based Authority Argumentation in Direct-to-Consumer Medical Advertisements. An analytical and experimental study concerning the strategic anticipation of critical questions.
Prof. F.H. van Eemeren
Dr A.F. Snoeck Henkemans
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