The development of an argumentative perspective for use in examining marketing themes

The major purpose of this thesis was to help illustrate that an advertising/marketing message or theme could be developed more effectively by using an effective argumentation model in forming the message. Research was based mostly in the fields of information processing and argumentation theory. A qualitative study was presented in which women shoppers were asked to choose from several simulated advertising messages and select the response which would most likely prompt purchase behavior. The results of the study, though somewhat limited, were in direct support of the major purpose of the thesis.