Stiliaus figūros kaip retoriniai paralogizmai

LTReikšminiai žodžiai: Kalbos figūros; Paralogizmas; Paveikumas; Persuazija; Retorika; Retorika, paralogizmas; Stiliaus figūros; Figures of speech; Paralogism; Persuasion; Rhetoric.

ENClassical definitions of figures of speech allow penetrate their coherency with logical mistakes, for example: metaphor is a scheme where lies objection, abuse lies in catachresis and so on. In stylistic and rhetoric studies, figures of speech (tropes and schemes) are called linguistic anomalies, divergence, abuse, insanity, language violence. Hence, figurative discourse can be analyzed as non-standard, obeying paralogical laws. Paralogic as the grounds of discourse creation opens up the possibility to depart from the strict rules of logic and obtain new semantic effects, create peculiar relationship among discourse objects. According to paralogical rules, tropes are created and schemes reflect reverse logical laws and transform them to negative or paralogical laws. The conception of schemes-paralogism opens up the possibility to analyze these linguistic anomalies not only as stylistically marked expressions. Figures of speech can be analyzed as a code hiding different connotations and measures of conscious manipulation of addresseeís attention. In this paper attention is focused on advertisement as a figurative discourse where paralogisms perform a positive role. They are not always distinguished by originality, often because of the frequent use they have lost expressivity, ìwashed-outî but nevertheless they enrich advertisement discourse with new semantic shades. [From the publication]

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