THE SYSTEM OF RHETORICAL ARGUMENTATION IN DISCOURSE OF SOCIAL ADVERTISING

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.