Florya A.V., Kornosenkov S.V.
ARGUMENT AD HOMINEM: POSSIBILITY OF ITS CORRECT USAGE AT PUBLICISM ^{[№ 1 ' 2007]}
Argumentum ad hominem ("passing to personalities") is a rude violation of semantic text correctness, which is logical trick, impossible at respectable publicism. However this phenomenon is polysemantic and not only negative. It is expressive and attractive attention method and talented literary men can use it in a civilized manner and productively, with advantage for artistic aims. One of the more typical methods of its reunderstanding is "reflection" of other’s speech manner and derision of authors, resorting to "passing to personalities". Such authors make it roughly and primitively, and their exposers turn this trick into witty method of parody.