The effectiveness of ad texts, and political discourse is mainly due to the expressiveness methods (i.e. figures of speech such as antithesis, metaphor, metonymy, hyperbole, etc.), which have an adorning role as well as an expressive one. The rhetoric figure is used not just to "decorate" the political discourse, but to exert effects in terms of argumentation, persuasion and psychological ... [Show full abstract] manipulation. The main objective of this article is a pragmatic one and consists of reviewing a very useful rhetorical figure to animate the political ad text, the antithesis.