Abstract
The paper aims to describe language means of knowledge representation in naïve rhetoric. Scientific originality of the research involves identifying specificity of naïve rhetorical knowledge in comparison with scientific rhetoric. As a result of the study, the following distinctive features of naïve rhetorical knowledge are revealed: 1) prescriptiveness when transferring traditional knowledge, which is typical of proverbs; 2) untargeted verbal message; 3) use of prescriptive statements with evaluative predicates; 4) diversity of expressive means (sayings, antonyms, adverbial modifiers of manner, etc.) clarifying the information being transferred.
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