Types of comparisons in advertising argumentation
- Volgograd State University
Comparison in rhetoric is divided into comparison-argument and comparison-trope. In accordance with this, all types of advertising comparisons are divided as follows. Comparison-argument is the comparison of a product with an analog: real, conventional ("ordinary powder"), or a product from a related sector. Comparison-advertising belongs to the same group. Comparison-trope is a rhetorical device that increases the impact on the addressee. Here figurative comparison, juxtaposition and metaphor are distinguished.
- Анисимова Т.В., Гимпельсон Е.Г. Современная деловая риторика. М., 2002.