대통령 선거 광고의 담론적 내러티브와 논증 분석
An Analysis of the Argumentation of Presidential Election Advertisements as Political Discourse
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The aim of this study is to analyze the argumentative aspects of the discursive structure of election advertisements. The features of an election advertisement as political discourse comprise the following three aspects. First, an election advertisement requests support for a given candidate by conveying information about that candidate and his political message. Second, this request for support is expressed mainly through a discursive narrative including a persuasive story. Third, this discursive narrative is mainly composed of normative claims and supporting arguments. The argumentative structure additionally shows features of practical argumentation, including not only claims and arguments but also premises expressing values, circumstances and goals of the discourse as a political discourse. Ultimately, the value of election advertising as political discourse can be evaluated depending on how such narratives are conveyed and combined argumentatively.
Abstract
The aim of this study is to analyze the argumentative aspects of the discursive structure of election advertisements. The features of an election advertisement as political discourse comprise the following three aspects. First, an election advertisement requests support for a given candidate by conveying information about that candidate and his political message. Second, this request for support is expressed mainly through a discursive narrative including a persuasive story. Third, this discursive narrative is mainly composed of normative claims and supporting arguments. The argumentative structure additionally shows features of practical argumentation, including not only claims and arguments but also premises expressing values, circumstances and goals of the discourse as a political discourse. Ultimately, the value of election advertising as political discourse can be evaluated depending on how such narratives are conveyed and combined argumentatively.
참고문헌 (25)
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