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A systematic rhetorical analysis may reveal elements of multimodal argumentative discourse that would otherwise remain hidden. In this article, we present simultaneously (both) the basics of the method we have developed to integrate theories about different modalities in one parallel processing framework for rhetorical analysis and the results of its application to an intriguing ad.

Getting Your Ad Banned to Bring the Message Home? - A Rhetorical Analysis of an Ad on the US National Debt