This paper aims at unearthing the appeals, the argumentative schemes and the modes of rhetorical configuration that make up the rhetorical structure of the anti-ageing skin care product category’s print advertising discourse. To this end, the pragma-ontological approach is put forward as an offshoot of the pragma-dialectical perspective in rhetorical analysis and criticism. The pragma-ontological approach adds interpretative depth to the overt argumentation structure of anti-ageing products’ ads on the grounds of fundamental ontology/existential phenomenology. The analysis points to three levels where the ads’ arguments function: an overt level and two covert ones. On the overt level the ads function against the background of mixed ethos/pathos/ logos appeals that buttress an argumentation scheme from values. On a primary covert level, the ads appear to be functioning through an indirect appeal to fear, while resting on an argumentation scheme from consequences. On a secondary covert level, the ads are shown to be appealing indirectly to ontological angst, while manifesting an argumentation scheme per impossibile . The cultural implications for policy-making are highlighted amidst a predicament where anti-ageing claims are attracting heavy criticism.

中文翻译：

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不可能的好看：一种实用的本体论方法来发掘抗衰老广告语篇的潜在修辞结构

本文旨在发掘构成抗衰老护肤品类别印刷广告语篇的修辞结构的诉求，论证方案和修辞结构模式。为此，提出了语用本体论方法，作为修辞分析和批评中语用论辩观点的分支。语用本体论方法基于基本本体论/存在现象学，为抗衰老产品广告的公开论证结构增加了解释深度。分析指向广告参数起作用的三个级别：一个公开级别和两个秘密级别。在公开的层面上，广告在混合的精神/病态/徽标的背景下发挥作用，从价值上支持论证方案。在秘密的一级，广告似乎是通过间接吸引恐惧而发挥作用的，同时又避免了因后果引起的争论。在次要隐秘级别上，广告显示出对本体论焦虑的间接吸引力，同时表现出对每个可能性的论证方案。在抗衰老主张受到严重批评的困境中，政策制定的文化意义得到了强调。