The article introduces crucially new approaches to the Aristotle’s rhetoric theory. It grasps the basics of ancient principles of public speech and highlights the elements of the language means as well as the tools for audience persuasion. The theory of communication fostering the notion of a «speech act» together with the principles of cognitive science opens favorable perspectives for the studies of fundamental speech theory within the frame of modern linguistic paradigms.

Aristotle’s rhetoric theory, the theory of communication, the notion of a «speech act», the principles of cognitive science