| Abstract [eng] |
The Master's thesis analyses the expression of multimodal argumentation. The realisation of the intentional multimodal argumentation is to be found in the persuasive discourse of social issue advertising. The value of social issue advertising is defined by its orientation towards social change – it raises public awareness and critical perspective, and conveys positive moral attitudes that presuppose the maturity and progress of society. The aim of the research is to find out how the perceiver is encouraged to reflect and evaluate the context of the present, how Lithuanian social advertising reflects national or global realities, and most importantly – what multimodal arguments are chosen to actualise them. The main research method is rhetorical discourse analysis (RDA), combined with other techniques – critical discourse analysis (CDA) and interpretative method. RDA is a method of persuasive discourses, which aims to identify the dominant visual and verbal elements, to analyse the argumentative potential of the interaction between these elements, the motives for their choice and their effectiveness. Four rhetorical appeals dominate the social advertising discourse analysed here – appeals to the awareness, involvement, solidarity and resistance of the advertising perceiver. These strategies can be used separately or in combination, and therefore determine each other, creating the attractiveness and persuasiveness of the discourse. Multimodal arguments in social advertising discourse function as a tool for meaning creation, transmission and audience contact. These tools create a pattern of argumentation aimed at persuasion. The main objective of multimodal arguments is to create and disseminate a suggestive message. The practice of multimodal argumentation overcomes a specific argumentation model that optimally addresses the requirements of this persuasive discourse. A study of 300 examples of social advertising reveals that rhetorical enthymeme and rhetorical analogy are the dominant argumentative models, functioning as the basis for multimodal arguments. |
