摘要：The article explores the common denominators and differences between traditional and modern understandings of rhetoric. It reveals the main tendencies of rhetoric development as a field of theoretical knowledge and transformations of the problematics. The issue of interrelation between logical-content and extra-logical factors in traditional and modern concepts of rhetoric is discussed. The following thesis is substantiated that in modern concepts of rhetoric both the arsenal of tricks used and the area of operation are expanded to include other forms and manifestations of mental communication in line with the individual-to-audience model. It is argued that, unlike traditional rhetoric, which is largely monologue-based, modern concepts mostly implement rhetoric tricks in negotiation, debate, and competition situations. The article analyzes the issue of correlation between oral public and direct speech on the one hand, and, on the other, written speech and mediated means of communication in the traditional and modern concepts of rhetoric. The view is substantiated that in the modern system of rhetoric, much importance is attached to ethical questions, to the issues whether the means used are permissible or inadmissible in terms of effective communication norms. The relations between the philosophical theory of rhetoric (general rhetoric) and its individual spheres are discussed.
关键词：traditional and modern rhetoric;logical and extra-logical components;area of operation;communication;permissible and inadmissible means;general and particular rhetoric
