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
Rhetor's image as an indicator of rhetorical literacy and speaker's speech culture (on the material of political discourse)
2004 O. I. Sharafutdinova
Rhetorical genres of Russian political oratory of the first half of the 20th century
2004 I. Yu. Chistyakova