Rhetorical figures, which are frequently applied in advertisements, can add literary flavor to the texts, gratify audiences’ aesthetic needs, and deepen their impression. In advertisement translation, it is very common that the rhetorical figures applied in the original text are replaced with new ones in the translation. This research focuses on rhetorical figures’ function of enhancing audienc...

abstract using rhetorical figures in specialized languages like the language of newspaper headlines is common. the present study attempted to conduct a contrastive analysis of the english and persian sport newspaper headlines related to the 2014 fifa world cup. toward this end, a corpus consisting of 400 english and 400 persian headlines published during 12th of june to 13th of july, 2014 was c...

rhetorical figures, which are frequently applied in advertisements, can add literary flavor to the texts, gratify audiences’ aesthetic needs, and deepen their impression. in advertisement translation, it is very common that the rhetorical figures applied in the original text are replaced with new ones in the translation. this research focuses on rhetorical figures’ function of enhancing audienc...

Then he went about his regular, non-Twitter affairs. The next afternoon, fresh from a nap, he checked his account, stared at the outcome, and tweeted to @upulieto, an associate, “I just woke up. What a mess” [49]. His tweet had spiraled virally: tens of thousands of likes, retweets, endless streams of commentary. Why? Well, lots of factors, of course. There is rarely a single factor to which on...

The generalised, automated reconstruction of the reasoning structures underlying persuasive communication is an enormously challenging task. While this work in argument mining is increasingly informed by the rich tradition of argumentation studies outside the computational field, the rhetorical perspective on argumentation is thus far largely ignored. To explore the application of rhetorical in...

The paper presents RetFig, a formal domain ontology of rhetorical figures for Serbian. This ontology is one of the necessary steps in developing tools for Natural Language Processing in the Serbian language, especially for tools pertinent to discourse analysis, sentiment analysis and opinion mining. The RetFig ontology was developed taking into account a plethora of rhetorical figures in the mo...

this study was a contrastive analysis of the evolution of english and persian advertising slogans to investigate their similarities/differences in using rhetorical figures, and the evolution in the use of these figures in the slogans of each language. thus, 800 persian and english slogans from the last four decades were collected. lapsanka's framework (2006) including different aspects with som...

Past research is not clear on the process by which rhetorical questions influence persuasion (i.e., increased focus on message arguments vs. on the persuasion agent). Based on recent theories of persuasion knowledge and rhetorical figures in advertising, our model delineates conditions under which rhetoricals are likely to enhance argument elaboration (low salience of the rhetorical) and those ...