Each chapter combines a specific approach to argumentation and rhetoric with insights from visual studies, metaphor theory, scientific visualization, cognitive science, semiotics, conversation analysis, and (documentary) film theory to explain how multimodal genres function argumentatively and rhetorically. The volume presents a state-of-the-art in the analysis of multimodal argumentation in commercial and campaign advertising, news photography, scientific illustrations, political cartoons, documentaries, film trailers, debates, and political speeches. The book will be of interest to scholars in argumentation studies, rhetoric, and multimodal communication.

Multimodal Argumentation and Rhetoric in Media Genre

• Assimakis Tseronis and Charles Forceville, eds
• Benjamins, Argumentation in Context, vol. 14, Amsterdam 2017
• ISBN: 978 90 2721 131 6