| Abstract [eng] |
One of fhe most distinct modern culture facts, advertising, nowadays is being investigated as a certain form of rhetoric with the same aims: to make effect on mind, will, feelings, and gain persuasion. As from the rhetoric point of view, advertising is the shortest form of appeal, because main kinds of persuasion: persuasion, hypnosis and stimulation are connected here. Advertising is called an important part of everyday rhetoric culture, modern laconic rhetoric or the little rhetoric. Modern advertising uses persuasion models identified by the creators of die classical rhetoric. The object of the paper is application of these universal rhetoric persuasion models in nowaday popular advertising discource. The article explains the structure of the rhetoric persuasion models in modern advertising rhetoric persuasion is also analysed from, a psycholinguistic aspect to present details of a motivates choice of a particular persuasion model. Rhetoric persuasion in advertising is investigated using the methods of descriprive and semantic analysis. |
