Aesthetics in the Argumentation: Visual Rhetoric

The rhetoric of argumentation studies how a speaker (or author of a text) convinces an audience (or reader).Normally argumentation theory focuses on the elements that can be reduced to structures (such as "logical forms") to the detriment of the aesthetic elements that are perceived as ornamentals, field of automatisms and manipulations. This paper vindicates the centrality of these elements in any communication. The presence or absence of fallacies is independent of visual or textual character of a message. The argumentation theory must identify the particular way in which the fallacies appearing in the visual or hearing means.