All advertisement is argument.
We start arguments when we say something and we know someone will disagree. Happens all the time. We are never safe from disagreement. If you say, “The sun rises in the east,” you might think you’d be safe from argument. But an astrophysicist listening in might say the sun does not actually rise. The earth spins in orbit around the sun, and so on and so forth. A rebuttal around what you said about where the sun rises might productively explain the importance of point of view and perspective, presuppositions and assumptions, audience and expectations, proof and fallacy. Or it might be met with an eclipse of the eyes.
Most of the above, in one form or another, you can find in books on rhetoric, and most of those have as their ultimate source of reference, Aristotle. When “The Coming of the Toads” started out, on December 27, 2007, the first post was about argument. Since then, the Toads has posted 866 arguments. Not that frequency or redundancy leads to persuasiveness. Some readers will no doubt argue that’s 866 arguments too many.
Artists enjoy argument. A poet might say, for example, “Wouldn’t it be nice if the sun rose in the west for a change?” Buckminster Fuller suggested we replace the words “sunrise” and “sunset” with sunsight and sunclipse. Fuller, a scientist and inventor, was arguing that language both informs and betrays how we see and understand things. Both physicists and philosophers might ask, “Why does the sun rise?” Their answers will be arguments. Advertisers can’t afford arguments, so they cleverly disguise saying anything someone might disagree with. An advertiser might suggest sunopen and sunclosed.
Silence, too, is often met with disagreement. “You should speak up,” someone says. “Say something.” Or your silence alone might be understood as disagreement, particularly if your arms are folded tightly across your chest. Advertisers never fold their arms or cross their legs.
Aristotle saw that arguments happen everywhere and all the time. But listening closely, he also saw that some people were better at argument than others. Some people always seemed to be right, no matter what they said. And Aristotle thought that if he studied how those people argued, he might be able to explain the tools of argument.
The proper use of those tools is the subject of another argument.