The Structure of Argumentation in Health Product Messages

Abstract

This paper presents an analysis of argumentation in direct-to-consumer health product ads in Newsweek that brings out special features of the arguments used in the ads, including practical reasoning, chained arguments, enthymemes, and prolepsis. A way to help overcome deficiencies in techniques of tailored health communication in consumer health informatics is shown by using argumentation schemes, argument visualization tools, and dialogue models to frame these persuasive communication messages. The evidence collected is shown to be useful to allow the health informatics communicator and the person to whom message was directed to interact in a dialogue format where arguments can be put forward by both parties in a way that responds to the previous arguments and questions of the other party.

Keywords: marketing, persuasion, direct-to-consumer ads, practical reasoning, argumentation

JEL Classification: C65