The uses of argument and taboo in advertising

Abstract

Is the way to conceive and develop the uses of argument in an ad for an antiwrinkle cream, a luxury product, a washing machine, a mobile phone, a computer, a perfume, a sanitary towel or a condom essentially the same or different? How does advertising reason? Does the taboo have any repercussion on the argumentative strategies used by advertisers when promoting a product? In order to answer these questions, we will focus on the arguments used in advertising as a whole and particularly on those normally used for some uncomfortable products (or ‘unmentionable’ ones) such as feminine hygiene products (sanitary towels and tampons) and prophylactics