Argumentative Patterns In The Promotion Of Electronic Products

Different argument schemes are used to achieve specific goals in various spheres of communicative activity types.Generally,there will be a fixed argumentative pattern used in these argumentative discourses.Usually,someone is convinced to carry out a desired action or plan in the fields of politics,law,medicine,business,etc.In these circumstances,the arguer often uses the argumentative pattern dominated by pragmatic argumentation scheme in a communicative activity type.This argumentative pattern is particularly evident in the electronic product promotion,but at present no scholar pay adequate attention to it.The present thesis mainly takes the type of communicative activity of electronic product promotion as an example to examine the argumentative pattern based on pragmatic argumentation in commercial field.According to the research objectives and its significance,the thesis systematically reviews core ideas and development of pragma-dialectical theory of argumentation,pointing out that the research about the argumentative pattern is the latest direction of pragma-dialectics and its important theoretical value.Combining with the research of the argumentative pattern in the fields of politics,law,and medicine,the second part of the thesis analyzes the basic structure and evaluation methods of pragmatic argumentation in depth.Pragmatic argumentation is essentially an reverse causal argument from the effect to cause,and it is closely related to abductive reasoning.The third part of the thesis mainly analyzes the institutional points of the communication activity constraining electronic product promotion in the ideal model of critical discussion.Through comparative studies between the research object:the Smartisan 2016 mobile phone conference speech and Apple's 2007 mobile phone conference speech,we can reconstruct their arguments and analyze the argumentative patterns in the communication activity.The fourth part of this thesis discusses the strategic maneuvering in the three aspects of "topical selection","audience demand",and"presentational choices" in this institution.And the topic selection and metaphorical expressions in the debate are further studied during case analysis.For example,the use of conceptual metaphors such as MOBILE PHONE IS A HUMAN BODY has important implications for electronic product promotion.