Rhetorical mechanisms used in the subjects of e-mail marketing

Agnieszka Rosińska-Mamej

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The article is focused on figures of speech in the subjects of e-mail marketing. By analyzing the following figures asanaphorá, epiphorá, diaphorá, polýptōtos, parḗ chēsis, parallēlismós, homoióptoton, homoióteleuton, antytethón, the author concludes that the main function of rhetorical figures is to attract the attention of the recipient. The paper further argues that attracting the users’ attention is not the only task.

KEYWORDS

e-mail marketing, rhetoric, figure of speech, subject of e-mail