Invention in car advertising texts: a rhetorical aspect

The research aims to prove, based on 130 car advertising texts from recent years, that the invention of an advertising text represents the process of generating rhetorical argumentation, including value-ethical, rational, and emotional components. The scientific novelty of the research lies in the fact that invention in car advertising texts is considered for the first time as a process of “production” of rhetorical arguments, created in accordance with the author’s intention and the value orientations of the target audience (the addressee). As a result of the research, rhetorical (rational and value-emotional) arguments are described for the first time, the totality of which forms and organizes the invention of the advertising text, ensuring the implementation of the author’s intention and influence on the addressee. It has been established that invention in car advertising texts is created primarily by presenting value-emotional arguments addressed to the value orientations and emotions of the target audience. Rational arguments, which also participate in the invention of the content of advertising texts, can only be conditionally recognized as such, since they more often appeal to the value orientations and feelings of the addressee, and not to their reason.