A képi argumentáció lehetőségei
The Possibilities of Visual Argumentation

Summary/Abstract: Advertisement is a pictorial representation that can be considered a strategic action that can manifest itself in several forms: as pictorial speech act or as visual argumentation that is built around a specifi c rhetoric. A polemy surrounds though the question of pictorial advertisements being able to behave as arguments. Because we are talking about pictures, it is difficult to see the problem from the perspective of a traditional logic. Still pictures, like billboards, banners or flyers can in the best case fulfill the role of a premise or conclusion in an enthyeme, thus the sceptics ‒ like Blair or Birdsell ‒ do not see the possibility of arguing only with pictures, and they think these representations can only become argumentative with the help of words. Meanwhile, the proponents of the visual rhetoric and argumentation theory agree, that argumentation with pictures can be possible in many contexts. In this paper I would like to argue along the latter mentioned views, but modifying one condition: the pictures have to be moving ones or at least movement has to be included somehow in the representation. I would like to show that the sequence of the pictures, the time frame in which they are organized allows them to construct a premise-conclusion relation in only one pictorial utterance, a short movie, like a television spot. Thanks to the primordial force of pictures as well as the techniques and strategies of argumentation advertisements achieve to have a stronger effect.

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