Lingual rhetoric paradigm as integrative research prism in philological science

The article characterizes the lingual rhetoric paradigm as an integrative approach in philology based on three crossing categorical ranges: 1) the ideological aspects of a speech act (ethos, logos, pathos); 2) the phases of the universal ideospeech cycle from a thought to a word (invention, disposition (arrangement), elocution (style) as the technology of discourse process; 3) the structural levels of a lingual identity (associative verbal network, thesaurus, pragmaticon) as the producer of discourse, the carrier of ideology. Hence there are three groups of lingual rhetoric parameters: ethos motivational dispositive, logos thesaurus inventive, pathos verbal elocutive.