ANTITEZA CA FIGURĂ RETORICĂ ÎN RECLAMA ELECTORALĂ
ANTITHESIS AS A RHETORICAL FIGURE IN ELECTORAL ADVERTISING
Author(s): Marina Luminiţa MilitaruSubject(s): Language and Literature Studies, Applied Linguistics, Sociology of Politics
Published by: EDITURA ASE
Keywords: antithesis; mental manipulation; political ads;
Summary/Abstract: The effectiveness of ad texts, and political discourse is mainly due to the expressiveness methods (i.e. figures of speech such as antithesis, metaphor, metonymy, hyperbole, etc.), which have an adorning role as well as an expressive one. The rhetoric figure is used not just to "decorate" the political discourse, but to exert effects in terms of argumentation, persuasion and psychological manipulation. The main objective of this article is a pragmatic one and consists of reviewing a very useful rhetorical figure to animate the political ad text, the antithesis.
Journal: Synergies in Communication
- Issue Year: 1/2016
- Issue No: 1
- Page Range: 113-119
- Page Count: 7
- Language: Romanian