Submit an Article
Become a reviewer
Vol 160 No 1
Pages:
86-87
Download volume:

Types of comparisons in advertising argumentation

Authors:
G. K. Urvantsev
About authors
  • Volgograd State University
Date submitted:
2004-06-10
Date accepted:
2004-07-25
Date published:
2005-01-01

Abstract

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.

Go to volume 160

References

  1. Анисимова Т.В., Гимпельсон Е.Г. Современная деловая риторика. М., 2002.

Similar articles

Rhetoric education as a part of professional training of students of technical universities
2005 T. D. Plyusnina, I. S. Uspenskaya
Special course "Dialogue Theory" in the system of rhetor's linguistic personality education
2005 S. M. Antonova
Teaching academic eloquence in university rhetoric classes
2005 L. A. Vlasova
Rhetoric: the past in the present
2005 O. I. Marchenko
On understanding the sociopsychological mechanism of business communication
2005 S. A. Yarusheva
On the creation of stereotypes and their role in the manipulation of the mass-media reader
2005 E. B. Barannikova