To see the other types of publications on this topic, follow the link: Persuasion (Rhetoric).
Journal articles on the topic 'Persuasion (Rhetoric)'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Persuasion (Rhetoric).'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Gentz, Joachim. "Rhetoric as the Art of Listening: Concepts of Persuasion in the First Eleven Chapters of the Guiguzi." Asiatische Studien - Études Asiatiques 68, no. 4 (December 19, 2014): 1001–19. http://dx.doi.org/10.1515/asia-2014-0053.
Full textAbstract:
Abstract The first eleven chapters of the book Guiguzi 鬼谷子 are ascribed to Master Guigu, the alleged teacher of the two famous rhetoricians Su Qin 蘇秦 and Zhang Yi 張儀. These chapters provide a methodological approach to the art of persuasion which is fundamentally different from European rhetoric. Whereas European rhetoric, originating in Greek rhetoric, is mainly concerned with the persuasion of big audiences in public forums and institutions such as assemblies (the agora as birthplace of democracy) and courtrooms, the persuasive strategies in the Guiguzi mainly focus on the involvement with an individual counterpart. In the Guiguzi listening to and assessing the particular type of opponent and then taking advantage of his individual preferences is most decisive for the success of persuasion. The Guiguzi does not teach how to formulate a perfect piece of rhetorical art which accords to all rules of a commonly shared system of persuasive logic as it is known from European rhetorical traditions. From this different approach also follows a different set of systematic problems in the art of persuasion. The typology of formal figures of speech, so important in European rhetoric, is not as important as the exact typology of human characters which have to be correctly identified to be correlated to the types of speech which have the greatest persuasive effect on them. Each of the eleven chapters discusses a particular method of persuasion in an analysis of different aspects of the communicative process in which persuasion takes place. Together they appear as a handbook on the dynamic process of persuasion, a persuasion that evolves in a dialogic encounter not in a monologic performance as in European rhetoric.
2
MEDJEDOUB, Rima. "Rhetoric and Persuasion from the Classical Era Through the Modern Age." Milev Journal of Research and Studies 3, no. 1 (June 30, 2017): 49–62. http://dx.doi.org/10.58205/mjrs.v3i1.562.
Full textAbstract:
Rhetoric is the art of persuasion. The rhetorical theory offers a method for discovering the means of persuasion in discourse. Sincethe classical period up to the introduction of the new rhetoric, the views and perceptions have altered immensely in a myriad of ways.Consequently, I suggest, in order to overcome the complexity of understanding the rhetorical theory and its application, to gothrough the rhetoric’s history which has always been focused on areas pertinent to persuasion. In this overview, I avoided to dealwith the contemporary theories (and leave them to another occasion) because in the turn of the twentieth century, the newrhetoric broke down with the old tradition, the emphasis on persuasion, and new meanings and theories have promulgated in aquantity and audacity unprecedented in the history of rhetoric that the scope of the present article does not allow to cover.
3
Coleman, Miles. "Leveraging the Rhetorical Energies of Machines: COVID-19, Misinformation, and Persuasive Labor." Human-Machine Communication 3 (October 2021): 11–26. http://dx.doi.org/10.30658/hmc.3.2.
Full textAbstract:
The rampant misinformation amid the COVID-19 pandemic demonstrates an obvious need for persuasion. This article draws on the fields of digital rhetoric and rhetoric of science, technology, and medicine to explore the persuasive threats and opportunities machine communicators pose to public health. As a specific case, Alexa and the machine’s performative similarities to the Oracle at Delphi are tracked alongside the voice-based assistant’s further resonances with the discourses of expert systems to develop an account of the machine’s rhetorical energies. From here, machine communicators are discussed as optimal deliverers of inoculations against misinformation in light of the fact that their performances are attended by rhetorical energies that can enliven persuasions against misinformation.
4
Aczél, Petra. "Visual Hybrids as Constitutive Rhetorical Acts: Rhetorical Interplay between Unity and Difference." Poetics Today 44, no. 4 (December 1, 2023): 631–46. http://dx.doi.org/10.1215/03335372-10824212.
Full textAbstract:
Abstract Rhetoric is broadly referred to as the theory and practice of suasory communication enabling humans to participate actively in public. Although traditionally viewed as strongly tied with exclusively verbal persuasion, rhetoric has always extended beyond this limitation. Semiforgotten elements of the ancient faculty prove that rhetoric requires creative visual imagination from both parties (orator and audience) and that the practice emanates from and embeds in visuospatial, sensual experiences. These visual features are combined with the verbal in rhetorical practice resulting in a multidimensional—hybrid—discourse, the main function of which is persuasion. In this hybridity of codes and modes, the primary movement in the persuasive act is connection. This connection relates the person to the world, human imagination to articulation, thoughts to images, and words to pictures. By means of this connection persuasion becomes identification, a constitutive act enhancing the unity of different entities (either human or material). The present essay conceives of rhetoric, and especially visual rhetoric, as a suitable framework to interpret visual hybrids. Here, visual hybrids are understood to be entities that enact the internal rhetorical interplay between difference and unity represented by visual elements and motifs. The article first investigates the concept of ingenium and multimodality to introduce general rhetoric as a holistic framework of human experience and expression that is inherently visual and sensual. Then the paradigms of visual rhetoric are outlined to propose a possible classification of visual hybrids, illustrated by contemporary examples from art and advertising.
5
Firdous, Tehmina, Prof Huo Fu Li, and Al-Nahdi Yousef Ali Ahmed Saleh. "The Aristotelian Rhetorical Theory: A Framework for Analyzing Pakistani Beauty Products Advertising." Indian Journal of Mass Communication and Journalism 2, no. 3 (March 30, 2023): 1–7. http://dx.doi.org/10.54105/ijmcj.c1028.032323.
Full textAbstract:
Advertising is one of the most basic forms of communication through media. Persuasion is one of the primary purposes of advertising. Customers are persuaded to buy products by advertising using different persuasive techniques. Both men and women increasingly rely on beauty products to look beautiful and have attractive spouses. Advertisements use rhetorical devices to persuade their viewers. Advertisements use language to achieve the purpose of persuasion. This paper analyzes advertising language considering Aristotle's rhetorical theory. The three primary persuasive means are logos (logical appeal), pathos (emotional appeal), and ethos (ethical appeal). We examined these three methods in this paper in terms of how they are used to persuade consumers, and how they are perceived by them. In order to determine how Pakistani media utilizes Aristotle's three means of persuasion in television advertisements, researchers studied beauty advertisements in Pakistani media for three months. There is a great deal of emphasis placed on persuasion in Pakistani advertising. Although Aristotle's rhetoric theory was presented over 2000 years ago, it has proven to be highly effective in persuasion today.
6
Isa, Atika Try Harini. "Analisis Bukti Retorika Pidato Nadiem Makarim pada Hari Guru Nasional 2019." JURNAL LENSA MUTIARA KOMUNIKASI 6, no. 1 (June 26, 2022): 127–38. http://dx.doi.org/10.51544/jlmk.v6i1.2942.
Full textAbstract:
The rhetoric theory is a communication theory that has been used since Ancient Greek. Aristotle was the first theorist who considered rhetoric as an art & studied rhetorics in a serious manner. According to Aristotle, rhetoric is the discovery of the available means of persuasion in every way. Rhetoric is a proof or indication of whether a speaker is great at executing persuasive messages in every form such as speech, message, or text. One of the most important concepts in rhetoric is rhetorical proof by Aristoteles. There are two kinds of rhetorical proofs, artistic & non-artistic proof. These proofs according to Aristotle are divided into three forms, ethos or ethical proof is the speaker’s credibility, pathos or emotional proof is the speaker’s emotion that showed, & logos or logic proof is an argumentation or rationalization which made sense to the audience. A good speaker is someone who uses all three of the artistic rhetorical proofs when speaking. This study aimed to analyze the artistic rhetorical proofs in the speech of The Minister of Education & Culture of Indonesian Republic on The National Teacher’s Day 2019. This study also aimed to complete the previous study which only discussed the five canons of the rhetoric of this speech. The method used in this study was qualitative descriptive, by analyzed the artistic rhetorical proofs of the speech of Republic Indonesia’s Minister of & goodwill, pathos by showing admiration, indignation, friendliness, confidence and anger, and logos in both of its forms, enthymeme, and example.
7
Jalilifar, Alireza, Soheil Saidian, and Said Nazari. "“Boom! You bought them.”." Pragmatics and Society 12, no. 4 (October 29, 2021): 567–90. http://dx.doi.org/10.1075/ps.18055.jal.
Full textAbstract:
Abstract A review of advertisement studies shows that there has been little attempt to examine infomercials in terms of rhetorical appeals and persuasive strategies. Therefore, this study sought to contribute to the existing literature by exploring the persuasive elements of Apple infomercials through Aristotle’s modes of persuasion to reveal the most frequent persuasive language features and structures and to study how such elements were utilized to promote the products and services of the company. A top-down approach based on Aristotle’s modes of persuasion was adopted to identify the rhetorical appeals of logos, ethos and pathos as well as the promotional tokens and patterns in the text. The descriptive findings provided evidence to demonstrate that although all the rhetorical proofs were employed in the corpus, emotional appeal was the most dominant. The findings of this research open new horizons for further studies on infomercials in general and persuasive rhetoric in specific.
8
Conley, Tom, and Thomas M. Conley. "Persuasion and Rhetoric." Philosophy & Rhetoric 39, no. 2 (January 1, 2006): 170–72. http://dx.doi.org/10.2307/20697146.
Full text
9
Conley, Tom, and Thomas M. Conley. "Persuasion and Rhetoric." Philosophy & Rhetoric 39, no. 2 (January 1, 2006): 170–72. http://dx.doi.org/10.5325/philrhet.39.2.0170.
Full text
10
Steinbrink, Bernd. "Psychologie der Überzeugung." Rhetorik 41, no. 1 (November 22, 2022): 1–17. http://dx.doi.org/10.1515/rhet-2022-0003.
Full textAbstract:
Abstract The article focuses on the role of psychological topics in the efforts of persuasion. Even Aristoteles mentioned psychology as an important part of rhetoric, but the research results of social psychology has been neglected during the adaption of rhetoric in the modern age. Introducing topics of this field, the article discusses exemplarily ways that lead to conviction, and that have been explored and described by different psychologist, with a special focus on Robert Cialdini’s „weapons of influence“ in his Psychology of Persuasion. The integration of the insights of social psychologists could lead to a new coalescence of the rhetorica docens and the rhetorica utens, helping to raise practical rhetoric on a more ambitious level.
11
Habib, Raid, and Sajjad Kadhim. "Les techniques rhétoriques efficaces." Kufa Journal of Arts 1, no. 24 (November 23, 2015): 27–38. http://dx.doi.org/10.36317/kaj/2015/v1.i24.6316.
Full textAbstract:
Moliere and Racine use the rhetoric techniques in a suitable way. The rhetoric style in writing these important techniques do not aim to be stylistic only, but it has an indirect persuasion effect. Those two writers try to persuade the audience through the aesthetic and artistic features of their discourses. rhetorical images and figures of speech of these two discourses have not only been artistic or decorative, rather these images and figures of speech are of privileged argumentative and persuasive nature, which is used in the argumentative discourse to persuade others, or have their consent.
12
Garrett, Mary M. "“What Need is There of Words?” The Rhetoric of Lű's Annals (Lűshi chunqiu)." Rhetorica 30, no. 4 (2012): 354–74. http://dx.doi.org/10.1525/rh.2012.30.4.354.
Full textAbstract:
This essay introduces Lű's Annals (Lűshi chunqiu), a classical Chinese text with a wealth of material on rhetoric. Not only does the text evaluate numerous examples of persuasion and sophistry, it also lays out a system of rhetorical precepts grounded in a distinctive ontology, that of correlative cosmology. After outlining the cosmology, epistemology, and theory of language of Lű's Annals, I trace how these shape its rhetorical theory and practices. I then consider how the text itself works as a persuasive artifact in the light of its own strictures. The essay closes with some reflections on why this valuable resource for Classical Chinese rhetoric has been neglected.
13
Umar Farouq, Haruna, and Mat Taib Pa. "Media Expectations; The Rhetoric of Persuasive Speech." Al-Dad Journal 5, no. 1 (November 8, 2021): 98–108. http://dx.doi.org/10.22452/aldad.vol5no1.8.
Full textAbstract:
The goal of this study is to look into the concept of persuasive rhetoric from the perspective of current realism and life expectations. In the past, Arab scholars used communication and comprehension philosophy as an effective means of understanding and comprehending through accurate awareness of the eloquence of persuasive discourse; thus, they initiated, developed, and engaged with it through the concept of the terms; “the signification of the word on the meaning” or “the signification of the signifier (Ad-daal) on the eloquence of persuasive discourse.” The argument applies to awareness and understanding of some of the circumstances, relationships, events, and conditions surrounding the persuasive discourse, as well as awareness of similar emergency conditions through explicit and implicit interpretation, making the persuasive discourse a necessary outlet for reporting and persuasion between the sender and the addressee. As a result, this current study contributes to the study of Arabic rhetoric from the perspective of mental attribution or mental importance, employing persuasion and informative techniques
14
Kirjuchina, Viktoria, and Thomas Grundnigg. "Visuelle Rhetorik zwischen Theorie und Praxis." Rhetorik 41, no. 1 (November 22, 2022): 74–87. http://dx.doi.org/10.1515/rhet-2022-0008.
Full textAbstract:
Abstract Rhetoric is based on the observation of successful persuasion with words. In the 1960 s, structuralists put new hope into the art of persuasion’s body of knowledge to unveil the mechanisms of mass communication. Rhetoric should become a cultural model for visual literacy. A brief inventory of applied visual rhetoric in higher education (Germany, Switzerland, Austria) reveals the gap between academic fidelity and design practice that – to date – weakens the potential of what was envisioned 70 years ago: a fruitful integration of theory and practice to equip producers and consumers of visual artefacts with the frameworks and vocabularies needed to navigate increasingly ambiguous and complex media. Applied rhetoric not only increases the actionable space and responsible use of the persuasive power of visual communication, but also facilitates connectivity across disciplines. An example demonstrates how rhetoric can be implemented in design education by putting applicability and added value in the center.
15
Dinkler, Michal Beth. "Influence: On Rhetoric and Biblical Interpretation." Brill Research Perspectives in Biblical Interpretation 4, no. 3 (March 12, 2021): 1–105. http://dx.doi.org/10.1163/24057657-12340017.
Full textAbstract:
Abstract The influence of the Bible in human history is staggering. Biblical texts have inspired grand social advancements, intellectual inquiries, and aesthetic achievements. Yet, the Bible has also given rise to hatred, violence, and oppression—often with deadly consequences. How does the Bible exert such extraordinary influence? The short answer is rhetoric. In Influence: On Rhetoric and Biblical Interpretation, Michal Beth Dinkler demonstrates that, contrary to popular opinion, rhetoric is not inherently “empty” or disingenuous. Rhetoric refers to the art of persuasion. Dinkler argues that the Bible is by nature rhetorical, and that understanding the art of persuasion is therefore vital for navigating biblical literature and its interpretation. Influence invites readers to think critically about biblical rhetoric and the rhetoric of biblical interpretation, and offers a clear and compelling guide for how to do so.
16
Blosser, Andrew J. "The Church Fathers and the Ethics of Propaganda: A Christian Approach to Public Rhetoric." Studies in Christian Ethics 35, no. 1 (October 18, 2021): 140–54. http://dx.doi.org/10.1177/09539468211045032.
Full textAbstract:
Although religious ethicists commonly assess the content of public communication to determine its merits, this article argues that the style and techniques of communication deserve similar analysis. Propaganda often employs rhetorical techniques that impress the recipient through persuasive sleight-of-hand or emotional appeal. Drawing on the church fathers’ suspicion of classical rhetoric, as well as Augustine's guarded defense of a specific type of rhetoric, the author formulates two principles of ethical propaganda that may assist public communicators in persuading ethically. These two principles are the procedural movement of beauty from truth, and the use of caritas as a primary motivator in persuasion.
17
Stroud, Scott R. "The Pluralistic Style and the Demands of Intercultural Rhetoric: Swami Vivekananda at the World’s Parliament of Religions." Journal for the History of Rhetoric 21, no. 3 (September 2018): 247–70. http://dx.doi.org/10.5325/jhistrhetoric.21.3.0247.
Full textAbstract:
ABSTRACT Intercultural contexts introduce unique sources of complexity into our theories of rhetoric and persuasion. This study examines one of the most successful cases of intercultural rhetoric concerning religion: the case of Swami Vivekananda, a Hindu monk from India who came to the United States in 1893 for the World’s Parliament of Religions. He arrived as an unknown monk, but he left America years later as the nationally known face of Hinduism. Facing a tense scene in 1893 that featured a plurality of religions and American organizers and audiences who judged Hinduism as inferior to Christianity, Vivekananda enacted a unique rhetoric of pluralism to assert the value of his form of Hinduism while simultaneously respecting other religions. This study extracts from Vivekananda’s popular performance at the parliament a pluralistic style of rhetorical advocacy, one that builds upon his unique reading of Hindu religious-philosophical traditions. This pluralistic style can be used to unravel some of the theoretical issues created by invitational rhetoric’s reading of persuasion as inherently violent to disagreeing others.
18
Biržietienė, Skirmantė. "Rhetoric of Lithuanian Social Advertising: The Ways to Persuade." Respectus Philologicus 22, no. 27 (October 25, 2012): 144–55. http://dx.doi.org/10.15388/respectus.2012.27.15343.
Full textAbstract:
The article deals with the rhetoric of advertising, specifically with the means employed to persuade the audience in Lithuanian social advertising. Aristotle in his Rhetoric points out that persuasion can be achieved in three ways: through ethos, logos, and pathos. Ethos refers to the speaker’s character as it appears to the audience: if we believe that a speaker has good sense, good morality and goodwill, we are inclined to believe what he says. In social advertising, famous people, organizations and authorities who are recognizable to the audience stand for this ethos argument. Logos means logical arguments. In our society, rationality is highly valued and this way of persuasion is rated as the best, but scientific reasoning in social advertising is not as persuasive as it might appear. Of course it is a strong additional argument to the more rhetorical types of reasoning. Pathos in Aristotle’s sense means the emotions of the audience. Usually people think that they make their decisions based on rational thought, but Aristotle points out that emotions such as pity, anger, fear and their opposites influence our judgments as well. In social advertising, the employment of the pathos argument is the most powerful and persuasive strategy.In this research, some different Lithuanian social campaigns and advertisements are analysed in order to define what methods were chosen to persuade the audience in every campaign and what types of arguments were dominant. It appears that the most persuasive advertising employs a combination of all arguments: ethos, logos, and pathos. However, persuasion in social advertising is based mostly on the pathos argument, because this type of advertising appeals to the emotions.
19
Scarantino, Luca Maria. "Persuasion, Rhetoric and Authority." Diogenes 55, no. 1 (February 2008): 22–36. http://dx.doi.org/10.1177/0392192107087915.
Full text
20
Conley, Thomas M. "Persuasion and Rhetoric (review)." Philosophy and Rhetoric 39, no. 2 (2006): 170–72. http://dx.doi.org/10.1353/par.2006.0011.
Full text
21
Topa-Bryniarska, Dominika. "The Persuasive Function of the Title as a “Movere” Tool in Journalistic Film Reviews." Respectus Philologicus 42, no. 47 (October 7, 2022): 24–36. http://dx.doi.org/10.15388/respectus.2022.42.47.105.
Full textAbstract:
Based on theories in pragmatics, rhetoric, argumentation and discourse analysis, the genre of “journalistic film review”, relatively little examined, has been analysed in this paper as a discourse reflecting a justified assessment. Our analysis, presented as a case study, concerns the persuasive function of the titles of 53 French and francophone film reviews. In this analysis, the act of persuasion, anchored in Perelman’s (1971) concept of argumentation, corresponds to the rhetorical structure of public discourse. For the act of persuasion, we focus on discursive and stylistic parameters related to the rhetorical principle of “movere” as the basis of the film review’s deliberative (advisory and justifying) dimension. The role of this dimension is to invite the addressee to co-create the meaning of the discourse through the process of co-schematisation, implemented with the help of emotional argumentation in the form of appraisive and affective lexemes. These stylistic devices also constitute a mechanism of persuasion typical of advertising discourse.
22
Pieniążek-Niemczuk, Elżbieta. "Enhancing Politicians’ Persuasiveness: Some Remarks on the Importance of Rhetorical Figures of Repetition in Political Discourse." Language, Culture, Politics. International Journal 1 (December 9, 2021): 69–83. http://dx.doi.org/10.54515/lcp.2021.1.69-83.
Full textAbstract:
The modern political class, which has been established on democratic principles both in Europe and America, is keen to use rhetoric and tools it provides. Any attempt to define the influence of these tools principally refers to the essence of rhetoric which is persuasion. Persuasion, on the other hand, is core to political discourse which, according to Teun van Dijk (1997, p. 14) is contextual, therefore must be recognized by its functions and/or goals. The functions of the discourse are often expressed in rhetorical devices and therefore play an important role in achieving political goals. The pieces of information presented in this article depict rhetorical devices as useful in increasing persuasiveness. Attention is paid to figures of repetition which constitute a universal category of rhetorical devices and thus need to be examined in a greater detail, especially in a discourse whose users focus their efforts on constructing effective persuasion.
23
Hakoköngäs, Eemeli, and Inari Sakki. "The past as a means of persuasion: Visual political rhetoric in Finnish dairy product advertising." Journal of Social and Political Psychology 7, no. 1 (June 26, 2019): 507–24. http://dx.doi.org/10.5964/jspp.v7i1.1107.
Full textAbstract:
This study investigates the role of advertising and visual rhetoric in political persuasion. Analysis of Finnish dairy product video advertisements from 2010–2016 focuses on those that exploit time as the main reference framework. A better understanding of how advertising is used as a tool of political persuasion is sought by exploring the following questions: How are advertisements used in political communication? How is time used as a means of persuasion in advertising? What role do visual rhetoric and social representations have in the process of persuasion? The analysis shows how advertisements objectify work as a tradition and anchor it as a Finnish value. The results show how advertisements employ enthymeme as a major rhetorical tool to assert that the tradition of Finnish employment is under threat but the consumption of Finnish dairy products and favouring a pro-agrarian policy would ensure that the tradition is transmitted to new generations. The contributions of the study are twofold: First, the combination of social representations theory and classic rhetoric provides a theoretical and analytical perspective for the analysis of visual rhetoric in political persuasion. Secondly, by exploring the advertisements as political communication, the study shows how commercials are used to advocate ideological and political projects, such as certain kind of agricultural policy – an angle largely overlooked in the previous research of social and political psychology.
24
Hanvelt, Marc. "Polite Passionate Persuasion: Hume's Conception of Rhetoric." Canadian Journal of Political Science 43, no. 3 (September 2010): 565–81. http://dx.doi.org/10.1017/s0008423910000636.
Full textAbstract:
Abstract.While confronting questions about the negative political effects of faction and fanaticism, David Hume developed a distinction between the manipulative rhetoric of the fanatics and the factional leaders and a good form of rhetoric that I term accurate, just, and polite. This high form of rhetoric combines Hume's philosophy of just reasoning with the rhetorical style of an idealized Demosthenes and eighteenth-century standards of politeness. Understanding Hume's conception of rhetoric is important for understanding the full scope of his political philosophy. In addition, further study of his conception of rhetoric could provide a valuable avenue of research for contemporary liberal theorists seeking to develop normative models of judgment and deliberation.Résumé.En réfléchissant aux effets négatifs du factionnalisme et du fanatatisme, David Hume a établi une distinction entre la rhétorique manipulatrice des leaders factionnaires et fanatiques, et une rhétorique que je qualifie ici de correcte, juste et polie. Cette dernière s'inspire de la philosophie du juste raisonnement de Hume, mais aussi d'un style de rhétorique associé à Demosthenes, érigé ici en idéal, ainsi que des standards de politesse du dix-huitième siècle. Cette conception de la rhétorique joue un rôle important dans la philosophie politique de Hume et pourrait constituer une avenue de recherche intéressante pour les penseurs libéraux contemporains qui cherchent à développer des modèles normatifs de jugement et de délibération.
25
Smith, Jonas Heide, and Sine Nørholm Just. "Playful Persuasion." Nordicom Review 30, no. 2 (November 1, 2009): 53–68. http://dx.doi.org/10.1515/nor-2017-0151.
Full textAbstract:
Abstract The use of video games for advertising purposes is persuasive communication which directly involves the recipient in the construction of an argument. This form is becoming increasingly common, and the present article explores the phenomenon of game-based advertising. We begin by discussing the increased reliance on participatory and digital rhetoric. We then proceed to examine game-based persuasion in light of rhetorical theory, and we propose an analytical model for such games which is applied to three sample games. The analytical model takes into account the degree to which the game makes a self-contained argument, the degree to which the product or service is integrated into the game, and whether the game goal and learning goal overlap. Finally, we discuss perspectives for the integration of communication studies and game studies.
26
Ramsey, Shawn. "A Reevaluation of Alcuin’s Disputatio de rhetorica et de virtutibus as Consular Persuasion: The Context of the Late Eighth Century Revisited." Journal for the History of Rhetoric 19, no. 3 (September 1, 2016): 324–43. http://dx.doi.org/10.5325/jhistrhetoric.19.3.0324.
Full textAbstract:
ABSTRACT Alcuin’s Rhetoric possesses a singular relationship to the history of rhetoric and to its own unique historical period. The puzzlingly diverse evaluations of the Rhetoric’s purpose and “importance” are often clouded by the question of its subsequent historical influence. The purpose of the present argument is to present contextualizing information based on newly emerging historical data surrounding the mid-790s, the date of the Rhetoric’s composition, and its Augustinian influence. Alcuin’s Rhetoric is an early example of consular rhetoric to “advise the prince” that forms, in itself, a deliberative argument regarding a very specific set of historical exigencies that relate to legal policies toward unconverted subjects in the Carolingian empire. Alcuin’s motivation for the composition of the Rhetoric can be understood in the historically imminent adoption of the Saxon Code and its contradiction of the rhetorical counsel found in Augustine’s De Catechizandis Rudibus.
27
Amakali, Justina Meluwa Latenda. "Persuasive speech acts in the Namibian National Assembly." JOURNAL OF ADVANCES IN LINGUISTICS 7, no. 2 (November 8, 2016): 1205–17. http://dx.doi.org/10.24297/jal.v7i2.5156.
Full textAbstract:
This paper examined the speech acts used by Namibian Members of Parliament (MPs) during parliamentary proceedings. The main aim of this paper was to explain speech acts and show their intended persuasive effects in parliamentary discourse. Austin (1962) introduced three types of speech acts, locutionary, illocutionary and perlocutionary. The paper attempted to critically demonstrate how MPs use persuasion strategies in their debates. These speech acts were uttered through assertives, directives, commissives, expressives, and declaratives, as classified by Searle (1969). A qualitative approach was used in this paper whereby the Hansard were used to collect data. A purposeful sampling focusing on some MPs was used. This paper was guided by two theories, Austins Speech Act Theory and Aristotles Theory of Rhetoric. The need to apply rhetorical skills in debates is widely advocated for. Although not all members of parliament have a wide knowledge of rhetoric, acquiring and employing skills on rhetoric are prominent aspects of parliamentary debates. The findings of the paper revealed that members of parliament have the potential to use a variety of persuasive strategies in their speech acts by means of some rhetorical devices. It was concluded that most MPs deliberately make use of these speech acts as a persuasive mechanism in their discourse. Being the first study in parliamentary discourse in Namibia with regards to rhetoric, it is considered to be unique and adds value in the field of linguistics. It also serves as a pioneering research to researchers in political rhetoric.
28
Zambon, Nicola. "Die Rhetorik (in) der Phänomenologie." Scientia Poetica 23, no. 1 (October 21, 2019): 319–39. http://dx.doi.org/10.1515/scipo-2019-026.
Full textAbstract:
Abstract Dedicated to the interrelation between philosophy and rhetoric, this article focuses on the rhetoric of philosophy, respectively a rhetoric in the service of philosophy. Here, rhetoric is not understood as a mere art of eloquence or sophistry. Rather, the term defines: first, speech and persuasion as a spontaneous, pre-theoretical and communicative ability of humans, second, the regular and systematic use of this ability, and, finally, the technique of persuasion itself. In this article, special attention is paid to the rhetorical means that play a central role in the constitution and assertion of science and theory. In particular, the article investigates the rhetoric of phenomenology as conception and as use of language in the aversion of rhetoric in Edmund Husserl’s Logische Untersuchungen and in Heidegger’s affinity for rhetoric in Sein und Zeit. Initially, it outlines the respective conceptions of language in Husserl and Heidegger and scrutinizes their mutual influences in order to reconstruct the network of transfer, continuation, and repercussion that characterizes the relation between both authors. In a second step, it focuses on Heidegger’s use of language.
29
Avramović, Dragutin, and Ilija Jovanov. "Relativization of justice through rhetoric: Plato's Gorgias as paradigm." Zbornik radova Pravnog fakulteta, Novi Sad 54, no. 1 (2020): 245–65. http://dx.doi.org/10.5937/zrpfns54-23956.
Full textAbstract:
Through analysis of the works of Plato, particularly his dialogue Gorgia, the authors attempt to perceive prospective of rhetoric as the art of persuasion which could relativize truth and justice. The authors firstly try to solve a preliminary issue about qualification of participants in the dialogue as sophists or as rhetors. After examination of different attitudes on that issue in the current theory, the authors take stand that, at least in Gorgia, Plato's Socrates is combating with rhetors (Gorgias, Pollus and Callicles), and not with sophists. Zone of accordance between Socrates and rhetors is, without any doubt, that rhetoric is the art of persuasion, but they do not agree on the outcomes to which that persuasion leads. The tendency to achieve absolute truth (justice), knowledge, is the goal of the philosophers (as Socrates states), which contradicts to the chief aim of the rhetors - a belief or creating a conviction of the truth (justice). The authors also draw attention that Socrates is all the time aware of all the weaknesses of philosophy which, contrary to rhetoric, could not handle real life problems due to the lack of pragmatism. The authors underline that those who are undoubtedly considered as sophists (like Hippias and Antiphon) as their starting principle place the idea of innate equality of people, while those who are predominantly rhetors (as Callicles and Trasimach) start from the concept of natural inequality of people and uphold natural right of the stronger. In that way rhetoric appears as an art which leads to accomplishing the natural right of the stronger. Finally, having in mind examples from antiquity, the authors take position of value relativism. They find that rhetoric stays morally neutral even today and that it has great potential to morally justify (or only to show as just) any desired outcome.
30
Wulandari, Ayu Linda. "Strategi Retorika Verbal dan Nonverbal Karni Ilyas dalam Acara Indonesia Lawyers Club." TRANSFORMATIKA: JURNAL BAHASA, SASTRA, DAN PENGAJARANNYA 2, no. 2 (December 12, 2018): 140. http://dx.doi.org/10.31002/transformatika.v2i2.877.
Full textAbstract:
<p>Karni Ilyas rhetorical strategy that astounds with the technique of persuasion through Indonesia Lawyers Club (ILC) serves impressions about the information in the form of event/occurrence law succeeded in attracting the attention of the community. This research aims to interpret the usage of rhetoric functions of verbal and nonverbal emcee ILC as a strategy of rhetoric. The design and type of research use descriptive analytics. This research was conducted comprehensively refers to the analysis of the rhetoric of verbal and nonverbal. Based on the results and discussion of the rhetoric of oral, nonverbal, obtained ILC events regarding the use of the rhetoric of verbal and nonverbal strategies as a presenter with the techniques of persuasion. Type of diction, diction in denotative, connotative, special, public, scientific, accessible, and the style of language used have a strategy that could affect listeners. The various elements of the selected non-verbal rhetoric serve to launch the process of policy within the host changes the listener. Therefore, an absolute necessity in communicating art an emcee who wanted to deliver a message delivered through the rhetoric form of speech (verbal) and rhetoric form of body language (nonverbal).</p>
31
Sindano, Gerson I., Jairos Kangira, and Rewai Makamani. "Scientific persuasion and use of language forms." JULACE: Journal of the University of Namibia Language Centre 5, no. 1 (May 3, 2021): 72–84. http://dx.doi.org/10.32642/julace.v5i1.1529.
Full textAbstract:
The paper sought to explore the dynamics of the rhetoric of the language of science on climate change publications. The arguments presented in this paper were drawn from the theoretical framework that saw rhetorical argument and discourse as an important feature of scientific publications. This research paper aimed at making a consequential input to an ongoing debate about climate change in Namibia and the world over; the use of rhetorical devices in the construction of knowledge about climate change; analysis and exploration of rhetorical elements employed by science researchers. The research was inspired by the study of rhetoric. As such the research looked at the progression of persuasive methodical argument and facts, as a result providing a clear understanding of how scientific publications influence government policy on climate change. The paper adopted a qualitative approach. Rhetorical interpretations of science publications seemed complex, as such required a research design that enables such complexity to be analysed and explored. The paper found that different rhetorical moves were used by the authors of the analysed documents, to try and persuade policymakers and the public. The study revealed the frequent use of scare tactics by the authors to try and persuade the public about climate change. Moreover, the study exposed the presence of the language forms that seemed to rely on perpetual persuasive techniques to persuade the current and future generations.
32
Cooper, Marilyn M. "Rhetorical Agency as Emergent and Enacted." College Composition & Communication 62, no. 3 (February 1, 2011): 420–49. http://dx.doi.org/10.58680/ccc201113455.
Full textAbstract:
Individual agency is necessary for the possibility of rhetoric, and especially for deliberative rhetoric, which enables the composition of what Latour calls a good common world. Drawing on neurophenomenology, this essay defines individual agency as the process through which organisms create meanings through acting into the world and changing their structure in response to the perceived consequences of their actions. Conceiving of agency in this way enables writers to recognize their rhetorical acts, whether conscious or nonconscious, as acts that make them who they are, that affect others, and that can contribute to the common good. Responsible rhetorical agency entails being open to and responsive to the meanings of concrete others, and thus seeing persuasion as an invitation to listeners as also always agents in persuasion.
33
Golubeva, Tatyana. "Hyperbole as a Persuasion Tool in Political Discourse (The Case of British Politicians’ Speech)." Vestnik Volgogradskogo gosudarstvennogo universiteta. Serija 2. Jazykoznanije, no. 3 (November 2019): 195–205. http://dx.doi.org/10.15688/jvolsu2.2019.3.16.
Full textAbstract:
The article investigates hyperboles as a persuasion tool in British political discourse. The corpus under analysis comprises scripts of speeches by UK Permanent Representative to the UN Karen Pierce, Prime Minister Theresa May and Foreign Secretary Boris Johnson which are devoted to the incident in Salisbury. The research has shown that to describe the event under study the politicians use rhetoric devices that exaggerate its social and political importance. In political discourse hyperboles have an impact on three modes of persuasion – logos, pathos and ethos, but in political communication the effectiveness of a hyperbole as a persuasion tool mainly depends on ethos, i.e. conditions of a speech act which determine the relevance of this rhetorical device and a speaker's personality. In some statements hyperboles are so efficiently embedded the communicative context that they are interpreted literally. In political discourse persuasion is often implemented through the use of hyperboles and other rhetorical devices (analogy, alliteration, anaphora, climax). The evocative character of hyperbole is key to the implementation of its persuasive function in political discourse. Under the influence of the representations evoked by hyperbole, the object of exaggerated description acquires characteristics which quantitatively and, in some cases, qualitatively differ from its real properties.
34
Wolfe, Joanna. "Rhetorical Numbers: A Case for Quantitative Writing in the Composition Classroom." College Composition & Communication 61, no. 3 (February 1, 2010): 452–75. http://dx.doi.org/10.58680/ccc20109956.
Full textAbstract:
Contemporary argument increasingly relies on quantitative information and reasoning, yet our profession neglects to view these means of persuasion as central to rhetorical arts. Such omission ironically serves to privilege quantitative arguments as above “mere rhetoric.” Changes are needed to our textbooks, writing assignments, and instructor development programs to broaden how both we and our students perceive rhetoric.
35
Berg, Temma F., and Walter Nash. "Rhetoric: The Wit of Persuasion." Modern Language Review 87, no. 3 (July 1992): 671. http://dx.doi.org/10.2307/3732934.
Full text
36
Poulakos, John. "Persuasion: Greek Rhetoric in Action." Rhetorica 16, no. 3 (1998): 308–12. http://dx.doi.org/10.1525/rh.1998.16.3.308.
Full text
37
Denil, Mark. "Cartographic Design: Rhetoric and Persuasion." Cartographic Perspectives, no. 45 (June 1, 2003): 8–67. http://dx.doi.org/10.14714/cp45.498.
Full text
38
Denil, Mark. "Cartographic Design: Rhetoric and Persuasion." Cartographic Perspectives, no. 45 (June 1, 2003): 78–82. http://dx.doi.org/10.14714/cp45.502.
Full text
39
Couto Vieira Silva, Daniel Felipe. "SOBRE A PIEDADE (ÉLEOS) E A INDIGNAÇÃO (NEMESÂN) NA RETÓRICA DE ARISTÓTELES." Sapere Aude 10, no. 19 (June 2, 2019): 369–81. http://dx.doi.org/10.5752/p.2177-6342.2019v10n19p369-381.
Full textAbstract:
Esta comunicação pretende abordar uma das perspectivas sobre o problema das paixões em Aristóteles, no contexto de sua teoria das paixões. Nesta análise, após apresentarmos o problema geral das paixões (ou emoções) na filosofia do estagirita, nos deteremos na abordagem a partir do livro II da Retórica e, dentre as paixões ali examinadas, na piedade (éleos) e indignação (nemesân), estudando como esse par atua nos discursos persuasivos e interferem no juízo dos interlocutores do processo retórico. Tal articulação leva a questão do discurso, e consequentemente das paixões para o âmbito ético-político, demonstrando como o exercício da cidadania era, em suma, um exercício da persuasão. Tentaremos articular os tipos de discurso e os elementos fundamentais da retórica, e a importância do páthos para o convencimento, estabelecendo a importância da relação do orador com sua assembleia.PALAVRAS-CHAVE: Paixões. Éleos. Nemesân. Retórica. Aristóteles.ABSTRACTThis communication intends to approach one of the perspectives on the problem of the passions in Aristotle, in the context of his theory of the passions. In this analysis, after presenting the general problem of passions (or emotions) in the philosophy of stagirita, we will dwell on the approach from Book II of Rhetoric and, among the passions examined therein, in piety and indignation, as this pair acts on the persuasive discourses and interferes in the judgment of the interlocutors of the rhetorical process. Such articulation takes the issue of discourse, and consequently of passions to the ethical-political arena, demonstrating how the exercise of citizenship was, in short, an exercise in persuasion. We will try to articulate the types of discourse and the fundamental elements of rhetoric, and the importance of the pthos to the conviction, establishing the importance of the relation of the speaker to his assemblyKEY WORDS: Passions. Éleos. Nemesân. Rhetoric. Aristotle.
40
Kellokoski, Ilari. "Persuasion through people: The rhetorical categories of documentary subjects in Michael Moore’s films." Nordic Journal of Media Studies 5, no. 1 (June 1, 2023): 154–71. http://dx.doi.org/10.2478/njms-2023-0009.
Full textAbstract:
ABSTRACT Michael Moore’s documentaries have been central to the development of the contemporary political documentary and have served as an instrument of political activism or, as some argue, even propaganda. Delving into the underlying mechanisms, in this article, I examine the ways in which documentary subjects are persuasively deployed in Moore’s documentaries. An analysis combining close reading, qualitative content analysis, and rhetorical analysis points to key rhetorical categories of documentary subjects. These subjects’ embodiment of six main rhetorical categories displays a correlation with Aristotle’s cornerstones of rhetoric: ethos, logos, and pathos. Further, the categories demonstrate how moral emotions are utilised in constructing the ethos of documentary subjects. In addition, the article addresses the significance of identification in Moore’s persuasive rhetoric. This research participates in deconstructing the mechanics of persuasive mediated communication and contributes to outlining a theory of audiovisual rhetoric.
41
Rustam, Rabiah, Akbar Ali, and Muhammad Imran. "Exploring the Rhetoric of Deceit in Cyber Marketing for Education." Global Social Sciences Review IV, no. IV (December 30, 2019): 350–59. http://dx.doi.org/10.31703/gssr.2019(iv-iv).45.
Full textAbstract:
Current article aims to investigate the rhetoric used in one of the biggest scams in the history of online education known as the "AXACT scandal". The key purpose is to unfold the real situation by finding the strategies used for deception and to identify the fallacious tactics that stay hidden from the eyes of the website audiences. The research has not only attempted to recognize the rhetorical situation but also looks into the techniques of persuasion (logos, pathos and ethos) that were used in making the advertising claims. Further, the logical fallacies associated with the rhetorical appeals have been identified. The article finds that the deceptive rhetoric has been used in a number of ways in order to make the content persuasive. Moreover, there are a number of fallacious appeals that have been used to make the claims look attractive to the website visitors.
42
Yerznkyan, Yelena, and Grisha Gasparyan. "GRAFFITI AS A FORM OF RHETORIC." Armenian Folia Anglistika 17, no. 1(23) (May 31, 2021): 9–23. http://dx.doi.org/10.46991/afa/2021.17.1.009.
Full textAbstract:
The article touches upon graffiti discourse as a form of rhetorical speech and tries to analyse it according to the three strategies of persuasion suggested by Aristotle: ethos, pathos and logos. The article reveals how specific the graffiti discourse is in terms of using these strategies and how the latter make the speech more powerful and persuasive. Also, an attempt is made to reveal the role of metaphor in the performance of the strategy of pathos in graffiti discourse.
43
Daou, Salma-Inès, and Amira Trabelsi-Zoghlami. "RHETORIC AND PERSUASIVE ADVERTISING: Role of Mental Imagery and Style of Processing." Australian Journal of Business and Management Research 05, no. 05 (February 3, 2016): 01–17. http://dx.doi.org/10.52283/nswrca.ajbmr.20160505a01.
Full textAbstract:
The purpose of the present research paper is to examine the effect of advertising rhetoric on advertising persuasion process and explore the role of mental imagery and style of processing. Experiments were conducted involving a sample of 360 Tunisian students who were exposed to six advertising posters: for every rhetorical poster we made another different one which has not rhetoric content. Structural equations modeling were used by applying the maximum of likelihood method. Results highlight the moderator effect of style of processing as well as the significant effect of the interaction between the advertising rhetoric and mental imagery. A cluster and a discriminant analysis helped us better know about the specificities of our sample: three groups were identified. They are different depending on the level of their mental imagery. The effect on advertising persuasion process differs from one group to another.
44
Jacoby, Marcin. "History as Parable." Asian Studies 10, no. 2 (May 9, 2022): 313–29. http://dx.doi.org/10.4312/as.2022.10.2.313-329.
Full textAbstract:
The paper presents an analysis of the persuasive use of the narrative in the Lüshi Chunqiu using approaches of rhetoric narratology and rhetorical criticism. Twenty-one narratives are identified as vehicles of indirect persuasion and put on the mimetic and thematic scales to show how their relation to reality and history corresponds to their rhetorical use in discourse. Three of those narratives, exhibiting typical traits of historical anecdotes, are analysed in detail in their original context, to prove their parabolic function. The author argues that parabolic use of the narrative, including fables and parables, but also anecdotes and historical anecdotes, forms an important part of the Warring States period tradition of political and philosophical discourse. The author further proposes to use the term “parabolic narrative” to describe all such instances of using narratives in indirect persuasion. These can be found not only in the Lüshi Chunqiu, but also in other important works of the period, such as Zhuangzi, Zhanguoce, or Han Feizi.
45
Duska, Ronald F. "Why Business Ethics Needs Rhetoric: An Aristotelian Perspective." Business Ethics Quarterly 24, no. 1 (January 2014): 119–34. http://dx.doi.org/10.5840/beq20141271.
Full textAbstract:
ABSTRACT:If the ultimate purpose of ethical argument is to persuade people to act a certain way, the point of doing business ethics is to persuade others about what constitutes proper ethical behavior. Given that teleological perspective, the role of the business ethicist is to be an orator or rhetorician. Further, since one cannot expect more certitude than the subject warrants, from Aristotle’s perspective,while rhetoric is the most persuasive means of arguing, it is not scientific demonstration. Rhetoric uses examples and enthymemes. Such an approach answers the postmodern claim that ethical argument cannot lead to certitude and shows how the use of rhetoric helps avoid relativism and leads to more effective persuasion. According to Aristotle, rhetoric involves gaining truth with a “rough and general sketch.” This rhetorical approach allows the listener to “see as” the persuader sees, by attending to aspects of our shared experience and language. This mirrors insights of Kant’s reflexive judgment in his third critique as well as the later Wittgenstein, who compares ethics to aesthetics.
46
Knape, Joachim. "Persuasion by Design? Design Theory Between Aesthetics and Rhetoric." Design Issues 37, no. 4 (2021): 9–22. http://dx.doi.org/10.1162/desi_a_00654.
Full textAbstract:
Abstract This article deals primarily with object design from a production-theoretical perspective. It is focused on the question of the rhetorical achievement of design, i.e., its persuasiveness, which was already discussed by Buchanan and Krippendorf in 1985. To this day, the relationship between aesthetic and rhetorical calculuses in the design process is controversial in theoretical discussion. The solution to the problem: Aesthetics and rhetoric combine in the appeal structure (1) at the moment of creation of design and (2) at the moment of the user's decision for an object. In these processes, the design argument results from the combination of aestheticized gestalt and rhetorical appeal of an object.
47
Segal, Judith. "Patient compliance, the rhetoric of rhetoric, and the rhetoric of persuasion." Rhetoric Society Quarterly 23, no. 3-4 (June 1994): 90–102. http://dx.doi.org/10.1080/02773949409390998.
Full text
48
Liebersohn, Yosef Z. "Persuasion, Justice and Democracy in Plato’s Crito." Peitho. Examina Antiqua, no. 1(6) (February 9, 2016): 147–66. http://dx.doi.org/10.14746/pea.2015.1.8.
Full textAbstract:
Speeches and persuasion dominate Plato’s Crito. This paper, paying particular attention to the final passage in the dialogue, shows that the focus on speeches, persuasion and allusions to many other elements of rhetoric is an integral part of Plato’s severe criticism of democracy, one of the main points of the Crito. Speeches allow members of a democracy – represented in our dialogue by Crito – firstly to break the law for self-interested reasons while considering themselves still to be law-abiding citizens, and secondly to feel that they are in a tolerant society preferring logos/persuasive speech above bia/compulsion. Socrates counters Crito’s speeches with speeches of his own, not only to defeat him at his own game, but also to make him aware how dangerous the game is. Real knowledge is preferable to speeches, but a democracy without speeches and rhetoric is doomed.
49
Susatyo, Budi, and Dholiful Hadi. "STUDY OF LANGUAGE STYLES IN PRESIDENT-ELECT JOE BIDEN’S VICTORY SPEECH." Prominent 5, no. 2 (July 31, 2022): 88–100. http://dx.doi.org/10.24176/pro.v5i2.8050.
Full textAbstract:
This study is a study of the Language Style in a speech on Youtube com with its subtitle, entitled: President-elect Joe Biden stands on stage with his wife Jill, Saturday, Nov. 7, 2020, in Wilmington, Del. Transcript of President-elect Joe Biden’s victory speech Saturday night in Wilmington, Del., as delivered. Provided by the Biden campaign: The Language Style used by Joe Biden are: Repetition, Metaphor, Euphemism, Persuasion, Climax, Anti-tesis, Repetition, Rhetoric, Idiom, Literal Meaning, Persuasive Slogan.Language Style used by Joe Biden could give a positive comprehension, enthusiasm, motivation, understanding for the effectiveness of the audience as well as the listeners and the viewers. This can be understood from his speech that the audience often pay attention in each language style (can be seen on Joe Biden makes a history speech " in Wilmington.Messages can enhance 'understanding' or 'message comprehension'. The use of Language Style in Joe Biden speech can facilitate understanding. Complex ideas may be conveyed more clearly through Language Style or rhetoric. Stored messages can help to 'alert' a message. The use of various syntactic patterns or figurative words can help audiences remember an important element in the message. The message conveyed can increase the persuasion appeal. Key words: Figurative Meanings, Speeches, Rhetorics, Motivation, Enthusiasm
50
Gabrėnaitė, Eglė. "The Rhetoric Topic of Borrowing in Advertising." Respectus Philologicus 28, no. 33A (October 25, 2015): 7. http://dx.doi.org/10.15388/respectus.2015.28.33a.7.
Full textAbstract:
The emotional appeal dominates in the persuasive discourse; usually, it is the rhetorical argumentation, the efficiency of which is closely related to the addressee value priorities. In order to achieve the advertising targets not only the newly discovered, but also the time-tested techniques of persuasion as well as the classic eristic argumentation models are employed.
The research object of this article is the expression of borrowing topic in the advertising discourse. The aim of this research is to identify and describe the rhetoric topics, i.e., the mainrepeatable structural and conceptual models that act as arguments in the advertisements created by the companies providing quick loans. The analysis of rhetoric discourse allows to identify and describe the universal categories of argumentation, i.e., the rhetorical topics and their semantic and (or) structural modification in the persuasive discourses. The research reveals that the advertising of quick loans is based on the identical rhetorical topic expressed by the repeatable eristic arguments.
Three following eristic arguments are identified and discussed: appealing to the masses (argumentum ad populum), appealing to time (argumentum ad tempus), appealing to safety (argumentum ad securitatem). It has been asserted that the advertising denies inconvenient and unsafe loan tradition. It patronizes unrestrained culture of lending where the loan is associated with the attractive images that eliminate the threat of social separation.