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The Essential Enthymeme

Propositions for Educating Students in a Modern World

Edited By Jorge Juan Vega y Vega

The enthymeme in education is essential because it reflects what humans do when they think. It informs not only how we make inferences about the world to discover new knowledge, but also how we express those discoveries to influence the minds of others. Thus, the enthymeme provides an effective pedagogical approach to the analysis and synthesis of ideas in the classroom. In this volume, such an approach is applied to composition instruction, second-language learning, advertising, specialized medical texts, and detective fiction to help prepare students for the challenges of modern life. (Michael D. Hood)
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Daniela Ventura - Chapter 8. The Process of Reasoning in Advertising


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Chapter 8. The Process of Reasoning in Advertising

A. Advertising Comprehension through Cognitive Processes

Our goal in this work1 will be the improvement of the cognitive processes underlying the reading comprehension of advertising texts through the conscious practice of enthymematical reasoning. The application of such an approach to the text involves, besides the enhancement of inferential reading, the development of the skills needed to argue, both at the spoken and written levels, as well as the improvement of writing skills in terms of coherence and effectiveness.

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