Aristotle meets Sei Shonagon
It would not come as a surprise to the fields of marketing and consumer research that language—specifically rhetoric—is crucial to effective advertising. But just how might linguistics look at the same figures of speech that fascinate the world of commerce? A meeting of the minds between business and marketing on the one hand and linguistics on the other is taking place through their mutual interest in semiotics and classical rhetoric. This recent work relies on rhetoric’s elaborate and time-honored taxonomy for talking about how language is used for effect.