Rhetorical topic of need in a discourse of advertising

Straipsnyje analizuojama retorinės poreikių topikos raiška rašytinės (regimosios) reklamos diskurse. Siekiama išskirti būdingiausius retorinius poreikių topikos modelius, išanalizuoti jų struktūrą, nustatyti funkcionavimo dėsningumus. Topai tiriami kaip retoriniai argumentai, universalūs argumentacijos kodai. Tyrimas atskleidžia, jog pagrindinė poreikių topikos funkcija - įteigti adresatui, esą reklamos objektas atitinka jo poreikius. Poreikius aktualizuojantys topai - viena iš priemonių, padedančių reklamos kūrėjams įtraukti adresatą į reklamos kuriamą pasaulėvaizdį.The article discusses the use of universal tools of persuasion - rhetorical topic of need in a discourse of advertising. The toposes represent one of the means that help advertisers to involve the addressee into the worldview being created by advertising. Realization of toposes in advertising includes particular notional models that function as arguments or presumptions for arguments. Advertising is conveying the worldview it creates through idealized images that inculcate vision of the perfect world. Motivation of the addressee to acquire the object of advertisement may be determined by both internal and external factors, however user’s needs remain the most important persuaders that can be even more enhanced by advertising. Function of the toposes of need satisfaction is to actualize needs that are considered to be the key stimulus for the addressee, as well as to offer images and concepts that reflect expectations of the addressee. In advertising, a need is understood as a basis for psychological persuaders. Typically toposes such as safety, reputation, status, respect, predomination, recognition are emphasized