The Rhetoric A Treatise On Argumentation - Cham Perelman

The Rhetoric Is Founded On The Idea That Since Argumentation Aims At Securing The Adherence Of Those To Whom It Is Addressed, It Is, In Its Entirety, Relative To The Audience To Be Influenced, Says Cham Perelman And L. Olbrechts-tyteca, And They Rely, In Particular, For Their Theory Of Argumentation On The Twin Concepts Of Universal And Particular Audiences: While Every Argument Is Directed To A Specific Individual Or Group, The Orator Decides What Information And What Approaches Will Achieve The Greatest Adherence According To An Ideal Audience. This Ideal, Perelman Explains, Can Be Embodied, For Example, In God, In All Reasonable And Competent Men, In The Man Deliberating Or In An Elite.