Kentucky
Journal
of Communication
VOLUME 21
Fall 2002
Number 2
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Kentucky Journal of Communication
VOLUME 21 FALL 2002 NUMBER 2
ARTICLES
Conversation as a Rhetorical Practice: An Aristotelian Framework for the Criticism of Interpersonal Argument
Shawn Batt
This paper explicates a perspective for the critical analysis of interpersonal argument practiced in the conversational mode. An Aristotelian virtue-based conception of conversation as a rhetorical practice is capable of generating useful critical insights concerning the possibilities for interpersonal argument. Drawing upon MacIntyre's (1984) account of practices and their attendant virtues, the paper develops an analysis of Philip Roth's novel, Deception, and then traces the possibilities for criticism along two themes. First, the potential generative capacity of conversation is explored with an Aristotelian conception of play as the driving metaphor. Second, the link between conversation and democratic theory is investigated with a view toward better apprehending the workings of moral and civic engagement.
Across Time and Space: A Comparison of American and Chinese Nostalgic Advertising Appeals
Jennifer Williams, Qimei Chen, Ronald J. Faber
This study explores a number of similarities as well as differences between American and Chinese nostalgic advertisements. The results demonstrate that a strategy of nostalgic appeals through the use of products' brand heritage, emotional brand messages with nostalgia placed in the foreground and simple nostalgia can be standardized cross-culturally. On the other hand, the specific signifiers and time periods referenced will need to be localized in order to enhance the viewer or readers comprehension and emotional response.
The Role of Culture in International Advertising
Niaz Ahmed
This cross-cultural content analysis compared print advertising from the United States and India, and examined the verbal and visual characteristics in advertising expressions. This study specifically examined how cultural values are manifest in print advertising of these two countries. This cross-cultural study contributes to the debate on standardized versus specialized approaches to international advertising. The results found that there were significant differences in the way these two countries produced advertising messages and that different cultural values were reflected in their advertising expressions. The findings revealed that the U.S. advertisements used direct rhetorical styles and individualistic visual stances more often than their Indian counterparts. The Indian ads used indirect rhetorical styles and collective visual stances more frequently than the U.S. ads. The data analysis also revealed that there were significant differences in the way advertisements of the two countries portrayed women.
The Design of Forums for Online Public Deliberation and the Consequences for Argumentation
Mark Aakhus
This study examines an episode of online discussion following the national broadcast of an investigative news story. The people who use the online discussion to express their points of view about the news report appear to have argumentative aims that differ from the type of interaction supported by the online discussion forum. While the design of the online discussion forum provides a neutral forum where people can test their opinions, its design is not without consequence for the content and direction of the argumentation that takes place. The design of the online discussion forum promotes argumentation as an activity of "dump and run" moreso than a critical discussion. The analysis describes this clash to draw attention to argumentation as an object of design in the technological mediation of deliberation.
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