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Advertising Discourse and the Use of Rhetorical Figures
Advertising Discourse and the Use of Rhetorical Figures

Author(s): Sanda Marcoci
Subject(s): Gender Studies
Published by: Addleton Academic Publishers
Keywords: persuasion; seduction; glorification; expressiveness; eloquence; rhetorical figures

Summary/Abstract: Advertising discourse takes its place in a long tradition dating back to antiquity. Classical rhetoric turns out to be perennial in advertising discourse as a method of exploiting the needs and aspirations of the members of the consumer society – needs and aspirations assigned to the extolled products. A euphoric description of the product, shown to be unique for its kind and a source of neverending delights, becomes hyperbole that urges consumers to buy. The epideictic genre, looked upon as a persuasive discourse of glorification and praise, was perpetuated and amplified into eloquence. “Adornment” with rhetorical figures provides the epideictic discourse with the necessary fascination to be persuasive. Advertising makes massive use of rhetorical figures (rhymes, metaphors, hyperboles, antitheses, antanaclases, repetitions, ellipses, chiasma, alliterations, assonances, puns, etc.) in order to charm and seduce, in order to cause the message to be passed on eloquently and persuasively.

  • Issue Year: 4/2014
  • Issue No: 1
  • Page Range: 746-752
  • Page Count: 7
  • Language: English