Types of comparisons in advertising argumentation
Authors:
About authors
- Volgograd State University
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.
Область исследования:
(Archived) Rhetorical classics and the contemporary status of rhetoric
Funding:
None
Similar articles
Cultural aspect in teaching the discipline "Russian language and culture of speech" in non-humanitarian universities
2004 G. I. Kutuzova
Rhetorical aspect of the course "Scientific Speech" for graduate and postgraduate students
2004 N. I. Kolesnikova