Retorică şi tehnici de argumentare în discursul publicitar [Articol]

Abstract

This paper proposes an analysis of advertising discourse, viewed as a complex manifestation of applied rhetoric in contemporary social space. Advertising is no longer merely a vehicle for information, but an art of communication that combines aesthetics with pragmatic effectiveness (persuasion). The article examines the hybrid structure of the advertising message through the interaction between its linguistic and iconic components, exploring the mechanisms of visual “anchoring” and “transfiguration.” It addresses Aristotelian foundations (ethos, pathos, logos) and their transposition into modern marketing. Special emphasis is placed on the tension between persuasion and manipulation through the use of sophisms. Finally, the study highlights emerging trends in postmodern advertising: the naturalization of discourse, the use of irony and parody, and social responsibility.