Emotional Rhetoric in Tea Advertising

Drawing on rhetorical and pragmatic (Relevance Theory) approaches to emotions, this article examines claims of cultural patriotic identity in British tea websites as examples emotional rhetoric. I hypothesise that such operate persuasive strategies designed elicit empathy towards the product potential consumers ultimately persuade them identify with it. Results indicate form patriotism, understood social identity, collective memory a feeling belonging or pride one’s country, can fulfil threefold creative effect: at level, it contributes design stylistically pleasing text; an informative introduces unexpected foreign element into advertisement; involves addressees recovery message be tailored suit their specific individual experiences.