Keywords: media science information Media literacy word media event manipulation ethics advertising

KMT 2016 nr 6

From classical rhetoric to the rhetoric of advertisement - a review of the types of “the art of effective persuasion”

Cite: , From classical rhetoric to the rhetoric of advertisement - a review of the types of “the art of effective persuasion”, "Kultura - Media - Teologia", 2016( 27) nr 6, s. 9-22.

The article includes review of rhetoric history – from the ancient times to contemporary. Rhetoric, treated as the art of effective convincing, was regularly used in ancient times - over the centuries repeatedly a need of proving one's arguments in personal cases, e.g. connected with finances and in the public life of the Greek local communities, on the Peloponnese peninsula and in the colonial cities. In our times - due to the fact that still abilities of effective reasoning, proving one's arguments and influencing feelings of listeners are needed - the ability of using rhetoric is one of most desirable and searched soft competence on the labour market.

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