APPLYING RHETORICS IN TREATING THE EXEMPLA AS THE WAY TO NOVELLIZE THEM (illustrated by the Collection of short stories by Juan Manuel "El Conde Lucanor"
The paper considered an issue of turning the style to speech as one of the main ways of shaping a short story' genre illustrated by a collection of short stories by Juan Manuel «El Conde Lucanor». A specific attention has been paid to the figures of speech applied (e.g. address, exclamation, anaphora, gradation, anti-metabola, double negation, antithesis, maxim, ellipsis, hyperbole, anadiplosis, paronym) all of them contributing to the power of conviction, to brilliance and power of influence on the readers.