Recourse to argument schemes and to their accompanying critical questions can provide a fruitful way of assessing visual and multimodal arguments. The prospects of such an approach are discussed based on analyses of spoof ads. Their spoofing strategy amounts to raising critical questions about the argument scheme employed in the original advertisement. How can the various aspects of the verbal and the visual mode cue critical questions and what is their overall contribution to the evaluation of multimodal arguments?
More details here