Marketing Web Writing and Rhetoric
Marketing Web Writing and Rhetoric

Summary/Abstract: The objective of this article is to demonstrate the usefulness of rhetorical tools for analysis of marketing texts published on the internet and to outline the phenomena which are interesting from the perspective of an educator and researcher on rhetoric in the discussed area. In reply to the crucial question how ars rhetorica is used or overused in communication nowadays, we can answer contrarily that it is definitely underused. The relatively new areas connected with communication, such as marketing or web writing, follow many rhetorical guidelines in practice. Nevertheless, it is worth emphasizing that the inclusion of rhetoric as a theory and practice into education in the sphere of new communication-related domains helps build the full awareness of a persuasive communication participant, both as the author and the addressee of messages. Rhetoric provides the author with various kinds of instruments which facilitate persuasion, community building or establishment of one’s own credibility. Most of all, however, rhetoric teaches how to express thoughts and meanings, so that a human being, together with a system of values and beliefs, should still remain the focus of communication. The author is convinced that the didactics and practice of rhetoric are indispensable for the human-centred communication.

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