TRANSFORMATION OF ANCIENT SCHEME OF RHETORICAL COMPOSITION IN COPYWRITING DISCOURSE

Abstract

The article deals with an issue of transformation of the scheme of Marcus Fabius Quintilian in the refraction of modern copywriting. Copywriting texts created in order to fill websites and social networks are traditionally perceived as secondary – it is not customary to sign them with the author’s last name, many scientists and practicing copywriters do not classify them as journalism, considering copywriting to be a kind of secondary type of literature compared, for example, with journalism or scientific literature. An analysis of the compositional schemes used in copywriting convincingly proves that this is not so: the texts created by copywriters directly inherit the traditions of classical rhetoric and are part of journalism. This is proved in the present study through the analysis of the stereotypical composition on the example of culinary copywriting.