In addition to functions traditionally ascribed to the socio-linguistic practice of arguing for a thesis, we can add: determining whether an advertisement is ethical. Ads regularly use fallacy and exaggeration, but when an ad uses argumentation that is based in unfair, damaging, dangerous fallacy, we may question its ethics. This paper uses Gilbert\u27s model of Multi-Modal Argumentation to decide whether the arguments underlying an advertisement make it an ethical one
