| Abstract [eng] |
Object of the dissertation research — the rhetorical topic in a discourse of written (visual) advertising. In the scope of this paper, the topos is approached as a category of argumentation: a specific argument, universal tool of persuasion and proof. In this dissertation, advertising is being examined from the rhetorical point of view: advertising discourse is approached from the perspective of the classical rhetoric theory. The rhetoric topic research presented in this dissertation covers three levels of advertising discourse, namely inventive, dispositional, and elocutive. The dissertation reveals that the discourse of advertising obeys rules formulated in a field of rhetoric consequently characteristics of argumentation, composition, verbal and visual expression of advertising may be analyzed using categories and methods of the rhetoric topic. In advertising discourse, toposes serve as stimulus capable of effecting perception of information and its emotional value — in advertising, persuasive function of the topos as of the proof and persuasion tool, is actualized. In advertising, rhetoric topic absorbs all the available forms of expression, and topos functions as a particular component of the discourse, as a structural–notional model closely related to the type, composition, verbal and visual expression of the discourse. Analysis of the rhetoric topic features interdisciplinarity, i.e., it is interested not only in interfaces between advertising and rhetoric but also focuses on advertising interfaces with subjects such as logic, psychology, sociology, and culturology. |
