Tendencies of Multimodal Argumentation in Political Advertising

Abstract

The article addresses the issue of rhetorical potential of multimodal argumentation in Lithuanian political advertising by examining the interaction between pragmatic rhetoric and multimodality and in introducing the concept of multimodal argumentation. It aims to identify which rhetorical strategies for addressing the audience predominate in political discourse and how the interplay between verbal and visual elements reveals the discourse of the creator’s rhetorical aspirations. The study dataset comprises static campaign advertisements of agitational nature published during the most active pre-election period (September–October 2024). The article also combines the perspective of pragmatic rhetoric with the tools provided by rhetorical discourse analysis (RDA). The author of the article argues that multimodal arguments serve as fundamental tools for creating meaning, conveying it, and engaging with the audience, thereby forming a model of argumentation aimed at persuasion. The basis of the multimodal arguments used in political advertising is the rhetorical enthymeme. Four strategies for addressing the audience predominate: appeals to personal and public safety, engagement, solidarity, and social progress. The main purpose of multimodal rhetorical enthymemes is twofold: to gain and/or consolidate political authority and to ensure support to win the election.