INFLUENCING THROUGH USING COLOR TERMS IN TRADITIONAL TOPICS OF INVENTION: MEDIA RHETORIC

Abstract

The aim of the work is to study rhetoric features of using color terms to influence the readers of English-language Internet news and create various effects in the texts. The research methodology is based on the principles of media rhetoric: following the traditional ancient canons of text construction and modern ideas of media discourse analysis, Internet news authors not only choose the topic of the test, but also select the most effective ways to argue ideas implemented in traditional topics, introduced by Aristotle. Verbalization of the themes of the invention is realized through an appeal to the categories (including color categories) that the author uses to generate arguments or evidence. The scientific novelty of the study is to systematize the color terms of English-language Internet discourse in order to identify mechanisms for implementing topics of invention and ways to influence the audience. Conclusions. Basic color terms implement the topic of definition, appealing to the basic knowledge of readers and their experience of color perception, creating the effect of reliability of description and trust in the author. Nominative units, consisting of two basic colors to denote shades of the adjacent light spectrum, argue ideas in the topic of division and appeal to the objectivity of the image. Complex suffix and derived color terms with semantics of similarities / differences realize the topic of comparison and often form the effect of subjective description. Derivative color terms in the topic of relationship appeal to the cause or effect of color change, creating the effect of argumentative and logical presentation. Contextual combination of basic color terms with units to denote something im/possible, un/real realizes the topic of circumstance and evokes the emotion of surprise. Color terms in proverbs and idioms nominate the topic of testimony, appealing to precedents. Color phrases with the same type of sounds at the beginning of words implement the topic of notation and combination, serving as a means of suggestive influence on readers. The use of color terms in nominating topics of invention is a mechanism for influencing readers. The prospect is to study color terms as units of nominating topics of invention and their comparison with stylistic means in Internet discourse.