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| Regaining Trust through Argumentation in the Context of the Current Financial-economic Crisis | page 59-78 | ||
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This paper considers argumentation in the context of the current economicfinancial crisis by focusing on the attempt made by UBS bank to retain stakeholders’confidence. As a case in point, I analyze a press release through which
the bank announces important changes in the Board of Directors. The text includes a clearly argumentative aim: convince stakeholders, in particular clients,to retain their confidence in the bank.
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The message exploits and emphasizes the positive qualities of the would-be chairman and indirectly levers on the interests and emotions of the concerned audience, to bring to the inferential
structure of the argument those shared values (endoxa) that make it “trustworthy,” i.e. persuasive.
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| keywords: argumentation, context, endoxa, ethos, pathos, | |||
