CONTENTS

INTRODUCTION..........................................................................................................5

PART  I:   THE   AVATARS   OF   SELF   IDENTITY..............................................21

1.   Argumentum........................................................................................................23

2.    Ad fontes...............................................................................................................25

3.     Contemporary assertions on rhetoric resurrection........................................50

4.    Contemporary   conceptions   on   rhetoric..............................................................77

5. Conceptual    and   methodological    assumptions...................................................94

PART  II:   THE  LANGUAGE-OBJECT  OF  RHETORIC....................................105

1.    Semiotic   model   of   rhetoric discourse................................................................107

2.    Internal   logic   as   syntactic dimension..................................................................108

3.       Semantic assumption of rhetoric discourse...................................................131

4.       Pragmatics   of   rhetoric   discourse......................................................................166

5.    Integrality of semiotic discourse..............................................................................192

PART  III: RHETORIC UNDER THE SIGN OF METALANGUAGE...............195

1.    The double  intending  of discursiveness................................................................197

2.    Rhetoric   under the   sign   of   Janus....................................................................209

3.    Cognitive   rhetoric   mechanisms........................................................................ 244

4.       The   ,,marks"  of   aesthetic   rhetoric..................................................................258

5.    Unity  in  diversity................................................................................................280

PART  IV:   CURRENT  TRENDS  IN  RHETORIC..............................................281

1.       Argumentative rhetoric....................................................................................283

2.       Metaphysical   rhetoric........................................................................................293

3.    Poetic rhetoric..................................................................................................307

4.       Textual   rhetoric.................................................................................................322

5.       Remarks,   focuses,   conclusions........................................................................329

ABSTRACT ...............................................................................................................340

CONTENTS................................................................................................................341

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