Abstract: The article presents the results of an empirical research on the use of rhetorical figures in the Bulgarian advertising sphere. We have studied advertising slogans in nine product categories: Food; beverages; automobiles, airlines, gas stations, bus lines; Banks and insurance companies; Chain stores and shopping centers; Technology and communications; Clothing and cosmetics; Tourism and Other product categories. We have also analyzed the relative shares of slogans with and without a rhetorical figure.
Keywords: rhetoric, advertising, figures of thought, figures of speech.
Rhetoric and Communications E-journal, Issue 22, April 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464