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
Formation of audioculture in teaching auditory learning to technical university students
2004 A. I. Mikheev
Integration of rhetoric and functional stylistics in the practice of teaching the course "Russian language and culture of speech" in a technical university
2004 N. A. Egorenkova