This paper highlights the notion of dynamic context as an indispensable pragmatic aspect of multimodal argumentation and exemplifies a context-based approach to multimodal arguments with an analysis of the Mophie 2015 Super Bowl commercial. Whereas in dynamic semantics and verbal discourse analysis the notion of dynamic context and its context change potential are significant patterns for the analysis, argumentation theorists have not yet fully included these patterns in their discussions. The paper argues that multimodal argumentative genres such as commercials and movie trailers often work with a dynamically changing interpretation, which, at the end, reveals their persuasive patterns and final claims. It demonstrates that it is absolutely necessary for a detailed analysis of the argumentation in these multimodal genres to include the contextual influence and dynamic change potential. The paper thus emphasizes the need for an inclusion of the notion of dynamic context in methods and frameworks dealing with the complexity of multimodal argumentation.

本文强调了动态情境作为多峰论证必不可少的实用方面的概念，并通过对Mophie 2015超级碗广告的分析来举例说明基于情境的多峰论证方法。在动态语义学和言语分析中，动态语境的概念及其语境变化的潜力是分析的重要模式，而论证理论家尚未在讨论中充分考虑这些模式。该论文认为，诸如商业广告和电影预告片之类的多峰论证体裁通常以动态变化的解释来工作，最后解释了它们的说服力模式和最终主张。它表明，对这些多峰形式的论证进行详细分析的绝对必要的是，要包括上下文的影响和动态变化的潜力。因此，本文强调需要在处理多模式论证的复杂性的方法和框架中纳入动态上下文的概念。