ADVERTISING AND COPYWRITING TEXTS AS A FACTOR IN THE REVIVAL OF THE DIVERSIFIED INVENTION OF ANCIENT RHETORIC

Abstract

The article is devoted to considering the issue of reviving the topical scheme of diversified innovation under the influence of mass distribution of advertising in the media, and then copywriting on the Internet. The system of diversified development of the topic, conceived by Aristotle, depending on the characteristics of the audience, assumed a matrix analysis of the topic through the prism of categories of common places – topoi. The origin of this system is the development of a thesis for communication with a decision-making free audience of variable composition. Subsequently, this scheme began to be perceived more as a tribute to tradition than as an actual working tool for generating text, and at the end of the 17th century, in the rhetoric of “Port-Royal” it is already explicitly condemned. The authors prove that the key factor in returning to the Aristotelian paradigm of text development and creation is the appeal to mass advertising in the mid-twentieth century and the need for mass generation of texts on the Internet at the beginning of the 21st century.