Anisimova T.V., Prigarina N.K., Chubay S.A. The System of Rhetorical Argumentation in Discourse of Social Advertising

Tatyana V. Anisimova

Doctor of Sciences (Philology), Professor, Department of Russian Philology and Journalism, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russia

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https://orcid.org/0000-0002-6386-2041

Natalia K. Prigarina

Doctor of Sciences (Philology), Professor, Department of Linguistics, Volgograd State Socio-Pedagogical University

Prosp. im. V.I. Lenina, 27, 400066 Volgograd, Russia

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https://orcid.org/0000-0003-3081-0533

Svetlana A. Chubay

Candidate of Sciences (Philology), Associate Professor, Department of Russian Philology and Journalism, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russia

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https://orcid.org/0000-0002-3660-8267


Abstract. The article is written in support of necessity in studying composition and purpose of the argument for each type of discourse separately. A classification of argument types is proposed for verifying specifics of argumentation within the social advertising discourse, in particular, arguments are divided into rational and emotional, and within each group they split into internal and external. An internal argument is an inseparable element of the thesis, it indicates the internal logic of thought development. An external argument is independent but related to judgment. It is easily extracted from the text with its content. Among the internal rational arguments, the frequency in social advertising demonstrates arguments to reason, interpretation, circumstances and condition. Among the external rational arguments there are facts, information, links to laws and statistics. The most frequent type of the internal emotional arguments is the argument for fear. In addition, there exist arguments to shame, self-preservation, fashion, self-esteem (among threat arguments) and arguments to advantage, benefit, promise, approval, patriotism (among promise arguments). Finally, among the external emotional arguments there are examples, illustrations, patterns, characteristics and an argument for authority. The article presents the argumentative specificity in certain thematic groups of social advertising. Advertising on "Man and Law" covers references to laws, statistics, information imparting, and cause as the most popular rational arguments. The "Health" group demonstrates rational arguments which formally prevail, nevertheless arguments to fear, self-preservation, compassion, and opposition are most frequent among the emotional ones. In advertising on "Culture" dominates emotional arguments with a positive coloring (to benefit, to success, to approval, to curiosity). The "Family" group is marked by objective emotional arguments for sympathy and promise. In the "Ecology" group emotional arguments that appeal to the addressee lead, causing fear of extinction of all living beings, while the objective ones call to assist animals.

Key words: social advertising, thematic groups of social advertising, rhetorical argumentation, type of argument, function of social advertising, impact function, impact mechanism.

Citation. Anisimova T.V., Prigarina N.K., Chubay S.A. The System of Rhetorical Argumentation in Discourse of Social Advertising. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2019, vol. 18, no. 2, pp. 159-173. (in Russian). DOI: https://doi.org/10.15688/jvolsu2.2019.2.14

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