The handbook "Advertising Rhetoric" provides an overview of rhetorical phenomena in advertising. The focus is on the rhetoric of commercial advertising, which is examined in its historical development from antiquity through the early modern period and the rise of branded products to mass media consumer advertising, both offline and online. Rhetorical phenomena are analyzed across various advertising media (print, broadcast, online formats, etc.) as well as in their multimodality: in addition to linguistic-textual phenomena, visual forms of expression (images, typography) are addressed in their intrinsic value and their relation to the message of the text. A smaller focus is dedicated to the different forms of political advertising rhetoric, which particularly require their own examination in the context of campaign speeches.