Axiological strategies of argumentative discourse (on the material of political rhetoric)

The given article is devoted to the determination of content and the description of axiological strategies in argumentative discourse of modern English. The analyzed linguistic means are based on the material of political discourse. Axiological strategies of positive self-presentation and opponents discreditation are pointed out, linguistic means of realization are determined. Attention is given to the manipulative aspect of axiological strategies that is noticed in appellations towards addressees values. The material of the article may be used in teaching of written argumentative speech, discourse analyses, theories of argumentation and speech influence.