Abstract

Recent theorizing and research concerning the pragmatics of analogy in persuasion posits that it serves two communicative functions. Specifically, rebuttal analogy instrumentally functions as argument and also as a social attack device used to demean the competence or character of opponents. The study reported here empirically investigated message receivers' perceptions of rebuttal analogy users. Participants were exposed to one of four messages employing rebuttal analogy or to one of the same four messages with a nonanalogy version of the rebuttal argument. As anticipated, the findings revealed that participants perceived the communicator employing rebuttal analogy as less ethical and less competent than communicators using nonanalogy counterparts. These results are discussed and future research is proposed.