Conceptions and axiological approaches to rhetoric

Since rhetoric can be defined as a higher level communicative competence or the whole complex of meaningful speech generating rules (the speech being clear and convincing for others), these rules can be and were formulated within theoretic-philosophical conceptualisation of rhetoric. As far as rhetoric presupposes the achievement of some purposes, the rhetor's axiological attitude towards the eloquential devices he (she) uses is essential not only for achievement of this purpose but also for its content; using inadequate devices does not only prevent him (her) from achieving the aim but also substitutes it. So, to estimate both the rhetoric as a whole and the rhetoric of a person in a specific situation, it is necessary to estimate the axiological bases of rhetoric. As one can see, it is possible to create a classification of axiological approaches and conceptions of rhetoric employing philosophy-theoretical speculations. The chosen axiological approaches function at the same time as value motivated rhetoric strategies, some of them being more adapted to specific rhetoric situations, others having a broader scope of application. These rhetoric strategies are not always used consciously and adequately. As a result, the rhetor does not achieve his (her) aim and his (her) interlocutor appears to be disappointed. That is why it is interesting and important to make these strategies explicit. Thus, the analysis in the article revealed a number of rhetoric strategies remarkable for their value-targeted attitude, the correlations of logos, ethos and pathos and their subject. The subsequent research supposes to analyse their correlations with social reality and with some socio-cultural traditions as well.

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