THE ART OF OPPOSITION IN ADVERTISING: USING THE POWER OF ANTITHESIS

This article explores the rhetorical and visual power of antithesis in contemporary advertising. By analyzing how contrast and opposition are used to enhance clarity, highlight product benefits, and evoke emotional engagement, the study demonstrates that antithesis remains a potent persuasive strategy. Drawing on both classical rhetoric and modern advertising theory, the article examines linguistic constructions such as slogans and taglines, as well as visual design elements including imagery, color, and layout. Through selected examples and theoretical insights, the paper reveals how antithesis appeals to consumer psychology by enhancing message retention and brand differentiation.