THE PERSUASIVE FUNCTION OF RHETORIC IN ADVERTISING SLOGANS

Sa？etak The current article discusses the use and purpose of rhetorical figures in advertising slogans. The choice of words and techniques used by copywriters may strengthen the conviction of prospective buyers that by buying an offered product they may get more than products or services i.e. they may get the features they are looking for, and they may fulfil their needs and achieve satisfaction. The body of 49 advertising slogans of cars and airplanes has been chosen for the analysis. The choice is not a random one since all the slogans concern very popular means of transportation, and focus on features which are very important, and therefore sought by both drivers and passengers. Finally, the features have been used to create a schema for the advertised products