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Rhetoric – the tool of politicians seeking to gain public support appeared and was developed in times of ancient Greece. In our days political rhetoric still is considered to be powerful tool in political arena and even survives kind of renascence. Politician as any other professional is obliged to be skilled user of methods of political rhetoric. Municipality elections are coming soon in Lithuania. Public discourse is going to be filled of different political speeches, examples of political rhetoric, perfect ones as well as worse ones. Object of this work is Persuasion methods in political rhetoric. The aim of this work – to define theoretical basics for the analysis of persuasion methods ant to research the efficiency of different persuasion methods used in political rhetoric. The main objectives were raised: to define, describe and classify persuasion methods; with the help of focus group method to research the efficiency of these methods used in political rhetoric. The descriptive, focus group and qualitative content analysis methods were used in this work. The results of the research proved the hypothesis that peripheral persuasion methods are more efficient than the methods used for central persuasion in political rhetoric. Focus group agreed that most persuasive speech was the speech where most methods of peripheral persuasion methods were used. Speeches where methods of central persuasion prevailed or methods of peripheral persuasion were used poorly did not persuade the group. Audience expects authority and honour from the orator. Eye contact is essential to attract and keep the attention from audience. Dialog imitation tools are effective when used together with the voice control and nonverbal communication elements. Audience is not disposed to analyse deeply the argumentation of political speech. Even the speech written according the canons of text constructing can be considered as non argumentative and not consistent if there are no facts, numbers and other elements equivalent to reality used in the speech and it is read with poor voice control and nonverbal communication. Elements of colloquial language used naturally are effective for the positive contact with the audience and making and image of expert for orator. Negative formulas can increase the persuasiveness of the critical text. Audience has the ability to perceive nonverbal signals and to evaluate their nature and suitability for corresponding context. Voice control, expressiveness and intonation help to create the positive image of the orator and to keep contact and audience attention Poor voice control and nonverbal communication decrease the clearness, consistency of the speech. Audience evaluates the attractiveness of the orator and ascribes some features to him stereotypically connected with corresponding element of appearance. Orator can be also collated with some well known politicians according common features or characteristics. Outcomes of this work can be useful for wider studies of political communication and rhetoric in Lithuania. It can also be used for the practices of political rhetoric as well as training material for new politicians.

Rhetoric – the tool of politicians seeking to gain public support appeared and was developed in times of ancient Greece. In our days political rhetoric still is considered to be powerful tool in political arena and even survives kind of renascence. Politician as any other professional is obliged to be skilled user of methods of political rhetoric. Municipality elections are coming soon in Lithuania. Public discourse is going to be filled of different political speeches, examples of political rhetoric, perfect ones as well as worse ones. Object of this work is Persuasion methods in political rhetoric. The aim of this work – to define theoretical basics for the analysis of persuasion methods ant to research the efficiency of different persuasion methods used in political rhetoric. The main objectives were raised: to define, describe and classify persuasion methods; with the help of focus group method to research the efficiency of these methods used in political rhetoric. The descriptive, focus group and qualitative content analysis methods were used in this work. The results of the research proved the hypothesis that peripheral persuasion methods are more efficient than the methods used for central persuasion in political rhetoric. Focus group agreed that most persuasive speech was the speech where most methods of peripheral persuasion methods were used. Speeches where methods of central persuasion prevailed or methods of peripheral persuasion were used poorly did not persuade the group. Audience expects authority and honour from the orator. Eye contact is essential to attract and keep the attention from audience. Dialog imitation tools are effective when used together with the voice control and nonverbal communication elements. Audience is not disposed to analyse deeply the argumentation of political speech. Even the speech written according the canons of text constructing can be considered as non argumentative and not consistent if there are no facts, numbers and other elements equivalent to reality used in the speech and it is read with poor voice control and nonverbal communication. Elements of colloquial language used naturally are effective for the positive contact with the audience and making and image of expert for orator. Negative formulas can increase the persuasiveness of the critical text. Audience has the ability to perceive nonverbal signals and to evaluate their nature and suitability for corresponding context. Voice control, expressiveness and intonation help to create the positive image of the orator and to keep contact and audience attention Poor voice control and nonverbal communication decrease the clearness, consistency of the speech. Audience evaluates the attractiveness of the orator and ascribes some features to him stereotypically connected with corresponding element of appearance. Orator can be also collated with some well known politicians according common features or characteristics. Outcomes of this work can be useful for wider studies of political communication and rhetoric in Lithuania. It can also be used for the practices of political rhetoric as well as training material for new politicians.

Rhetoric – the tool of politicians seeking to gain public support appeared and was developed in times of ancient Greece. In our days political rhetoric still is considered to be powerful tool in political arena and even survives kind of renascence. Politician as any other professional is obliged to be skilled user of methods of political rhetoric. Municipality elections are coming soon in Lithuania. Public discourse is going to be filled of different political speeches, examples of political rhetoric, perfect ones as well as worse ones. Object of this work is Persuasion methods in political rhetoric. The aim of this work – to define theoretical basics for the analysis of persuasion methods ant to research the efficiency of different persuasion methods used in political rhetoric. The main objectives were raised: to define, describe and classify persuasion methods; with the help of focus group method to research the efficiency of these methods used in political rhetoric. The descriptive, focus group and qualitative content analysis methods were used in this work. The results of the research proved the hypothesis that peripheral persuasion methods are more efficient than the methods used for central persuasion in political rhetoric. Focus group agreed that most persuasive speech was the speech where most methods of peripheral persuasion methods were used. Speeches where methods of central persuasion prevailed or methods of peripheral persuasion were used poorly did not persuade the group. Audience expects authority and honour from the orator. Eye contact is essential to attract and keep the attention from audience. Dialog imitation tools are effective when used together with the voice control and nonverbal communication elements. Audience is not disposed to analyse deeply the argumentation of political speech. Even the speech written according the canons of text constructing can be considered as non argumentative and not consistent if there are no facts, numbers and other elements equivalent to reality used in the speech and it is read with poor voice control and nonverbal communication. Elements of colloquial language used naturally are effective for the positive contact with the audience and making and image of expert for orator. Negative formulas can increase the persuasiveness of the critical text. Audience has the ability to perceive nonverbal signals and to evaluate their nature and suitability for corresponding context. Voice control, expressiveness and intonation help to create the positive image of the orator and to keep contact and audience attention Poor voice control and nonverbal communication decrease the clearness, consistency of the speech. Audience evaluates the attractiveness of the orator and ascribes some features to him stereotypically connected with corresponding element of appearance. Orator can be also collated with some well known politicians according common features or characteristics. Outcomes of this work can be useful for wider studies of political communication and rhetoric in Lithuania. It can also be used for the practices of political rhetoric as well as training material for new politicians.

Rhetoric – the tool of politicians seeking to gain public support appeared and was developed in times of ancient Greece. In our days political rhetoric still is considered to be powerful tool in political arena and even survives kind of renascence. Politician as any other professional is obliged to be skilled user of methods of political rhetoric. Municipality elections are coming soon in Lithuania. Public discourse is going to be filled of different political speeches, examples of political rhetoric, perfect ones as well as worse ones. Object of this work is Persuasion methods in political rhetoric. The aim of this work – to define theoretical basics for the analysis of persuasion methods ant to research the efficiency of different persuasion methods used in political rhetoric. The main objectives were raised: to define, describe and classify persuasion methods; with the help of focus group method to research the efficiency of these methods used in political rhetoric. The descriptive, focus group and qualitative content analysis methods were used in this work. The results of the research proved the hypothesis that peripheral persuasion methods are more efficient than the methods used for central persuasion in political rhetoric. Focus group agreed that most persuasive speech was the speech where most methods of peripheral persuasion methods were used. Speeches where methods of central persuasion prevailed or methods of peripheral persuasion were used poorly did not persuade the group. Audience expects authority and honour from the orator. Eye contact is essential to attract and keep the attention from audience. Dialog imitation tools are effective when used together with the voice control and nonverbal communication elements. Audience is not disposed to analyse deeply the argumentation of political speech. Even the speech written according the canons of text constructing can be considered as non argumentative and not consistent if there are no facts, numbers and other elements equivalent to reality used in the speech and it is read with poor voice control and nonverbal communication. Elements of colloquial language used naturally are effective for the positive contact with the audience and making and image of expert for orator. Negative formulas can increase the persuasiveness of the critical text. Audience has the ability to perceive nonverbal signals and to evaluate their nature and suitability for corresponding context. Voice control, expressiveness and intonation help to create the positive image of the orator and to keep contact and audience attention Poor voice control and nonverbal communication decrease the clearness, consistency of the speech. Audience evaluates the attractiveness of the orator and ascribes some features to him stereotypically connected with corresponding element of appearance. Orator can be also collated with some well known politicians according common features or characteristics. Outcomes of this work can be useful for wider studies of political communication and rhetoric in Lithuania. It can also be used for the practices of political rhetoric as well as training material for new politicians.

Contemporary society persuasion processes are analysed in the Dissertation and it is stated that the contemporary informational campaigns, oriented towards the encouragement of positive processes within societies, should not seek for the construction of solid identities and not changing social provisions, because the persuasion of such type is linked with ways of the information consumption, characteristic to society of masses and does not correspond to contemporary needs of the mobile individual, open for changes. It is strived to prove in the Dissertation that contemporary campaigns of the positive society persuasion should be based on the soft networked persuasion; such way of persuasion in the Work is conceptualised; the model of the soft networked society persuasion is presented and its operation is described. This model is introduced as the practical and analytical instrument able to help organising the communicative programmes of positive social changes as well as to analyse them. Theoretical and methodological ideas of Dissertation are verified by implementing analysis of the voluntary activity promotion that took place in Lithuania in 2011, linked with the Year of European Voluntary Activities Promoting of the European Union, assessing the spread of ideas of volunteering in the country as the programme for promoting positive changes within the society. Under research techniques of the critical discourse analysis and social network analysis, the content of voluntary activity promotion actions is assessed as well as organisational forms of their development from the attitude of the soft networked society persuasion model. The Work can be useful for the community of Lithuanian communication and social sciences, anthropologists, partially – for the community of political scientists, NGO sector, and developers of the social policy

Contemporary society persuasion processes are analysed in the Dissertation and it is stated that the contemporary informational campaigns, oriented towards the encouragement of positive processes within societies, should not seek for the construction of solid identities and not changing social provisions, because the persuasion of such type is linked with ways of the information consumption, characteristic to society of masses and does not correspond to contemporary needs of the mobile individual, open for changes. It is strived to prove in the Dissertation that contemporary campaigns of the positive society persuasion should be based on the soft networked persuasion; such way of persuasion in the Work is conceptualised; the model of the soft networked society persuasion is presented and its operation is described. This model is introduced as the practical and analytical instrument able to help organising the communicative programmes of positive social changes as well as to analyse them. Theoretical and methodological ideas of Dissertation are verified by implementing analysis of the voluntary activity promotion that took place in Lithuania in 2011, linked with the Year of European Voluntary Activities Promoting of the European Union, assessing the spread of ideas of volunteering in the country as the programme for promoting positive changes within the society. Under research techniques of the critical discourse analysis and social network analysis, the content of voluntary activity promotion actions is assessed as well as organisational forms of their development from the attitude of the soft networked society persuasion model. The Work can be useful for the community of Lithuanian communication and social sciences, anthropologists, partially – for the community of political scientists, NGO sector, and developers of the social policy

Contemporary society persuasion processes are analysed in the Dissertation and it is stated that the contemporary informational campaigns, oriented towards the encouragement of positive processes within societies, should not seek for the construction of solid identities and not changing social provisions, because the persuasion of such type is linked with ways of the information consumption, characteristic to society of masses and does not correspond to contemporary needs of the mobile individual, open for changes. It is strived to prove in the Dissertation that contemporary campaigns of the positive society persuasion should be based on the soft networked persuasion; such way of persuasion in the Work is conceptualised; the model of the soft networked society persuasion is presented and its operation is described. This model is introduced as the practical and analytical instrument able to help organising the communicative programmes of positive social changes as well as to analyse them. Theoretical and methodological ideas of Dissertation are verified by implementing analysis of the voluntary activity promotion that took place in Lithuania in 2011, linked with the Year of European Voluntary Activities Promoting of the European Union, assessing the spread of ideas of volunteering in the country as the programme for promoting positive changes within the society. Under research techniques of the critical discourse analysis and social network analysis, the content of voluntary activity promotion actions is assessed as well as organisational forms of their development from the attitude of the soft networked society persuasion model. The Work can be useful for the community of Lithuanian communication and social sciences, anthropologists, partially – for the community of political scientists, NGO sector, and developers of the social policy

Contemporary society persuasion processes are analysed in the Dissertation and it is stated that the contemporary informational campaigns, oriented towards the encouragement of positive processes within societies, should not seek for the construction of solid identities and not changing social provisions, because the persuasion of such type is linked with ways of the information consumption, characteristic to society of masses and does not correspond to contemporary needs of the mobile individual, open for changes. It is strived to prove in the Dissertation that contemporary campaigns of the positive society persuasion should be based on the soft networked persuasion; such way of persuasion in the Work is conceptualised; the model of the soft networked society persuasion is presented and its operation is described. This model is introduced as the practical and analytical instrument able to help organising the communicative programmes of positive social changes as well as to analyse them. Theoretical and methodological ideas of Dissertation are verified by implementing analysis of the voluntary activity promotion that took place in Lithuania in 2011, linked with the Year of European Voluntary Activities Promoting of the European Union, assessing the spread of ideas of volunteering in the country as the programme for promoting positive changes within the society. Under research techniques of the critical discourse analysis and social network analysis, the content of voluntary activity promotion actions is assessed as well as organisational forms of their development from the attitude of the soft networked society persuasion model. The Work can be useful for the community of Lithuanian communication and social sciences, anthropologists, partially – for the community of political scientists, NGO sector, and developers of the social policy

When the year 2011 by the European Commission was declared the Year of Volunteer activities, the popularization of such activity became more intensive in Lithuanian society. Up to the March of 2011, various organizations, institutions and private companies from different spheres were involved into the popularization of such idea. All these organizations are participating in such activities because of different motives. All their self-involvement into such activities and interrelations allow us to talk about the organizational network of society's persuasion, which may be understood as a message-sender and whose main function is to popularize intensively volunteer activities in the country. In the article, the aim is to identify the main organizational sectors which are the most active in the communicational implementation of the EU and Lithuania's social policy decisions (in this case – the popularization of volunteer work). The analysis has revealed the democratic model of society's persuasion. Several clear nuclei of popularising have formed in the country, which concentrate around the different non-governmental organisations performing the projects of popularising, together with organisations of other sectors (the media, private business) or with the EU support.

When the year 2011 by the European Commission was declared the Year of Volunteer activities, the popularization of such activity became more intensive in Lithuanian society. Up to the March of 2011, various organizations, institutions and private companies from different spheres were involved into the popularization of such idea. All these organizations are participating in such activities because of different motives. All their self-involvement into such activities and interrelations allow us to talk about the organizational network of society's persuasion, which may be understood as a message-sender and whose main function is to popularize intensively volunteer activities in the country. In the article, the aim is to identify the main organizational sectors which are the most active in the communicational implementation of the EU and Lithuania's social policy decisions (in this case – the popularization of volunteer work). The analysis has revealed the democratic model of society's persuasion. Several clear nuclei of popularising have formed in the country, which concentrate around the different non-governmental organisations performing the projects of popularising, together with organisations of other sectors (the media, private business) or with the EU support.

When the year 2011 by the European Commission was declared the Year of Volunteer activities, the popularization of such activity became more intensive in Lithuanian society. Up to the March of 2011, various organizations, institutions and private companies from different spheres were involved into the popularization of such idea. All these organizations are participating in such activities because of different motives. All their self-involvement into such activities and interrelations allow us to talk about the organizational network of society's persuasion, which may be understood as a message-sender and whose main function is to popularize intensively volunteer activities in the country. In the article, the aim is to identify the main organizational sectors which are the most active in the communicational implementation of the EU and Lithuania's social policy decisions (in this case – the popularization of volunteer work). The analysis has revealed the democratic model of society's persuasion. Several clear nuclei of popularising have formed in the country, which concentrate around the different non-governmental organisations performing the projects of popularising, together with organisations of other sectors (the media, private business) or with the EU support.

When the year 2011 by the European Commission was declared the Year of Volunteer activities, the popularization of such activity became more intensive in Lithuanian society. Up to the March of 2011, various organizations, institutions and private companies from different spheres were involved into the popularization of such idea. All these organizations are participating in such activities because of different motives. All their self-involvement into such activities and interrelations allow us to talk about the organizational network of society's persuasion, which may be understood as a message-sender and whose main function is to popularize intensively volunteer activities in the country. In the article, the aim is to identify the main organizational sectors which are the most active in the communicational implementation of the EU and Lithuania's social policy decisions (in this case – the popularization of volunteer work). The analysis has revealed the democratic model of society's persuasion. Several clear nuclei of popularising have formed in the country, which concentrate around the different non-governmental organisations performing the projects of popularising, together with organisations of other sectors (the media, private business) or with the EU support.

The MA paper analyzes the conceptual metaphors which were used in pre- and post-elective speeches of presidents Bill Clinton and Valdas Adamkus and how the choice of metaphorical expressions influenced the voters' choice.

The MA paper analyzes the conceptual metaphors which were used in pre- and post-elective speeches of presidents Bill Clinton and Valdas Adamkus and how the choice of metaphorical expressions influenced the voters' choice.

Rhetoric is a universal persuasion system: it is the ability to discover persuasive ways and means in each particular case. The essential part of the convincing process – argumentation – becomes the core of the rhetoric science. The article deals with the argumentation level of political discourse, specifically with political advertising. The aim of the article is to elucidate the concept of eristic and eristic arguments, as well as reveal the universal character of rhetorical persuasion – to identify and explain the dominant models of eristic reasoning in political advertising. Eristic arguments are considered as logical fallacies, unreliable arguments, but classical rhetoric justifies the ethical use of sophismata and eristic ways in persuasive discourses. Eristic argumentation is ethical as long as the addressee is free to accept or reject the arguments put forward, so the eristic must be understood further because we can identify and reveal false statements. An analysis of the peculiarities of argumentation of various forms of advertising reveals that eristic argumentation is the predominant kind of argumentation in advertising. The choise of eristic argumentation in political discourse is influenced by the competitive mode of elections, clearly seen in the pre-election debates and other verbal form of dispute.