Reklám és retorika
Advertising and rhetorics

Summary/Abstract: The author analyses the rhetorical formations of commercials, the relation between the experience gathered regarding these and their rhetorical impact. The main assumption is that commercials use indirect affirmations more often (for instance those which contain metaphors) than direct ones. The paper examines commercials which appeared in the women’s magazine Cosmopolitan in the 2001–2007 period.

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