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master's thesis
Straw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2024. urn:nbn:hr:131:839353
Jelić, Petra
University of Zagreb
Faculty of Humanities and Social Sciences
Department of Phonetics

Institutional repository: ODRAZ

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Jelić, P. (2024). Straw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:839353

Jelić, Petra. "Straw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:839353

Jelić, Petra. "Straw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:839353

Jelić, P. (2024). 'Straw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:131:839353

Jelić P. Straw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2024 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:131:839353

P. Jelić, "Straw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:131:839353

Metadata
TitleStraw man i ad hominem argumentacijske pogreške u oglašavanju prehrambenih industrija
AuthorPetra Jelić
MentorGabrijela Kišiček (mentor)
Committee memberArnalda Dobrić (član povjerenstva)
Committee memberIva Bašić (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of Phonetics)
Zagreb
Defense date and country2024-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Phonetics
Abstract
Ovaj diplomski rad bavi se istraživanjem argumentacijskih pogrešaka ad hominem i straw man u reklamama dvaju vodećih svjetskih lanaca brze prehrane McDonald'sa i Burger Kinga. Drugo poglavlje posvećeno je definiranju argumentacijskih pogrešaka, ukratko izlaže njihovu povijest te naglašava specifičnosti reklamnog diskursa. Osam reklama iz perioda 1982. g. do 2017. g. analizirano je na temelju njihovog verbalnog i vizualnog sadržaja. Rekonstrukcijom argumenata prema Toulminovom modelu (1958, 2003) pronađeno je 13 argumentacijskih linija te su u svakom analizirani tvrdnja, temelj, kopča, potpora, jakost i zaključak. Kako bi se potvrdila prisutnost pogrešaka ad hominem i straw man, odgovorena su kritička pitanja prema Tindaleu (2007) i Waltonu (2005). Također, ispitani su i vizualni elementi u kontekstu njihove potpore verbalno ili tekstualno iznesenim argumentima. U svakoj reklami potvrđena je prisutnost barem jedne od dviju istraživanih argumentacijskih pogrešaka. Rad završava raspravom o posljedicama, učinkovitosti i etičkoj vrijednosti ad hominem i straw man pogrešaka.
Abstract (english)
This Master's Thesis closely examines the ad hominem and straw man fallacies in advertisements of the two leading global fast-food chains, McDonald's and Burger King. The second chapter is dedicated to defining these fallacies, briefly outlining their history, and highlighting the specifics of advertising discourse. Eight advertisements, broadcasted between 1982 and 2017, were analyzed based on their verbal and visual content. Through the reconstruction of arguments using Toulmin’s model (1958, 2003), 13 lines of argumentation were identified, with each being analyzed in terms of claim, ground, warrant, backing, strength, and conclusion. To confirm the presence of ad hominem and straw man fallacies, critical questions based on Tindale (2007) and Walton (2005) were addressed. Visual elements were also examined in the context of their support for the verbal or textual arguments presented. In each advertisement, the presence of at least one of the two studied fallacies was confirmed. The thesis concludes with a discussion on the consequences, effectiveness, and ethical implications of the ad hominem and straw man fallacies.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:131:839353
Study programmeTitle: Phonetics (double major); specializations in: Clinical Phonetics, Rhetoric, General Phonetics, Rhetoric and General Phonetics
Course: Rhetoric
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra edukacije govorništva (magistar/magistra edukacije govorništva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-27 11:48:51