The “extreme consequence” is a very common pattern in advertising messages that presents an odd, even negative, situation resulting from the use of the advertised product as a good reason to buy it. By analyzing selected advertisements employing this pattern using the conceptual integration theory and the Argumentum Model of Topics, we aim to understand how “extreme consequence” works at the rhetorical and argumentative levels. The analyses allow us to detect the typical, generic, cognitive, and argumentative structure underlying the pattern and to identify the rhetorical and argumentative role played by its main components, namely exaggeration and cause-effect relation.

中文翻译：

---

广告中“极端后果”的修辞和论证相关性

“极端后果”是广告信息中一种非常常见的模式，它呈现出一种奇怪甚至消极的情况，因为使用广告产品作为购买它的充分理由。通过使用概念整合理论和话题论证模型分析采用这种模式的选定广告，我们旨在了解“极端后果”如何在修辞和论证层面发挥作用。这些分析使我们能够检测出模式背后的典型、通用、认知和论证结构，并确定其主要成分所发挥的修辞和论证作用，即夸张和因果关系。