The new rhetoric: a treatise on argumentation, paperback/chaim perelman

The New 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 Chaim 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.