摘要：The aim of this paper is to argue that rhetoric is one of the fundamental dimensions of semiotic reflection, especially of semiotics of culture. In particular, I will refer to a rhetoric that finds its elective field in clichés and topoi, in order to place at the center of the semiotic reflection the role of norms, as intermediate level between langue and parole.
关键词：Rhetoric, Semiotics of culture, Topoi, Langue, Parole
