Rhetorics of Bulgarian Advertising – an Empirical Study of the Use of Rhetorical Figures in Advertising Slogans

Hristo Katrandzhiev, Ivo Velinov and Kamelia Radova
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Hristo Katrandzhiev: University of National and World Economy, Sofia, Bulgaria
Ivo Velinov: University of National and World Economy, Sofia, Bulgaria
Kamelia Radova: student in NBU, Sofia, Bulgaria

Ikonomiceski i Sotsialni Alternativi, 2016, issue 1, 51-75

Abstract: The paper presents the results of an em­pirical research devoted to the use of rhetorical figures in Bulgarian advertising. The project is realized on the basis of 605 advertising slogans. We calculated the average slogan’s length with­in the sample, as well as the average slogan’s length within the following product categories: (1) Food; (2) Drinks, (3) Automobiles, airlines, bus lines; (4) Banks and insurance companies; (5) Retail store chains and shopping centers; (6) Technology and communications; (7) Clothes and cosmetics; (8) Tourism; (9) Other product categories. The usage frequency for each of the following rhetorical figures has been estimated: (1) figures of thought - accumulation, allusion, anadiplosis, anti-climax, antithesis, applica­tion, aposiopesis, exclamation, epanalepsis, inversion, climax, litotes, metaphor, metonymy, oxymoron, parallelism, paronomasia, personifi­cation, rhetorical question, synecdoche, hyper­bole; (2) figures of speech - anaphora, epistro­phe, appeal, àlliteration, àssonance, gradation, epithet, repetition, pun, neologism, resonance, figura etymologica. The usage frequency of rhetorical figures across product categories has also been analyzed

Keywords: rhetoric; advertising; figures of thought; figures of speech (search for similar items in EconPapers)
JEL-codes: M37 M39 (search for similar items in EconPapers)
Date: 2016
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