1. Chaim Perelman
The “New Rhetoric”

2. Brief Biographical Sketch
Born in Poland 1912
Raised in Belgium from 1925
Studied rhetoric in high school
Resistance leader in W W II
Professor of Logic, ethics, metaphysics
Director, Center for Philosophy and Law

3. Need for a new rhetoric
As with Weaver in America, the rhetoric Perelman studied seemed to him to be overly fixed on artistic expression
Matters of fact and policy are argued with evidence; matters of value appear to be argued with style
His W W II experiences led him to be even more interested in argumentation which would LEAD toward positive values--so values orientation comes to the fore.

4. Justice as transcendent value
Non-formal reasoning system based on his concept of “Formal Justice”
Beings of one and the same essential category must be treated in the same way.
“One cannot draw an ‘ought’ from an ‘is’ (values can’t be drawn from mere facts).
Therefore, important value judgments (value arguments) cannot be decided via formal logic.
Epideictic speaking becomes crucial as it establishes and upholds values.

5. Non-formal reasoning as key to value argumentation
Juridical (not mathematical) reasoning model
Away from formal criteria; toward the preferable

6. Transference of adherence rather than item-based persuasion
Starting points of arguments
not the “self-evident” or facts/truths
“facts/truths” as argument ends rather than beginnings--these are contested and serve as the basis for arguments.
Hierarchies dealing with the preferable are the real materials
Speakers must establish presence---must make the elements of the argument present for the audience
Quasi Logical Arguments are used
Association and Dissociation

7. Universal and particular audiences
In values argumentation, short term vs. longer term is always an issue.
Audiences addressed by speakers generate hierarchies
The universal audience (all reasonable thinking persons on the topic) moralizes and contextualizes against purely relative standards.
Every speaker should consider both audience types