Synonyms: assumptions, cultural values, general principles, presuppositions, widely held values, unstated premises, commonly accepted beliefs, generally accepted truths, appeals to human motives
B. Value warrant
Claim: Business profits are adversely affected by environmental protection laws.
Support: Obeying environmental protection laws that call for clean air, for example, costs
rhetoric in Western
thought, metaphor has played an important role in various forms of communication,
and advertising is arguably among the domains that most favor the deployment of
an arsenal of metaphors to persuade people. Research has suggested that three out
of four headlines or taglines in print ads use figurative words (Leigh 1994 ), a trend
that has increased over the past decades (Burger
THE SCHOOLS OF THE EMPIRE
Schools of grammar and rhetoric
were alive till the end of the 4th Century till they swept away with the Empire itself
Introduce their culture and institutions
Another Remarkable features of this Period
Uniformity over a long period of time under the most diverse conditions
Without substantial change
* Augustine
School of the primus magiste
인류의 지성사에서 고금(古今)을 막론하고 서양의 고유한 정신성을 이해하려면, 우리는 서양의 고대, 특히 고대 그리스와 로마로 되돌아가야 한다. 니체와 하이데거를 위시한 현대의 서구 사상가들은 고대에로의 복귀를 외치며, 그 곳을 향한 그들의 사유의 항해를 시작했다. 나아가 그들은 무수한 저
Aristotle, BC 384~322)
4) 당시인들은 본인 스스로 무죄를 입증해야 했기에, 논리적으로 잘 말하는 설득기술이 매우 중요했음
5) 아리스토텔레스, 플라톤(Platon, BC 428/427~348/347) - 수사학(Rhetoric), 대중연설(Public Speaking)의 중요성 강조
6) 이후 커뮤니케이션에 대한 관심 확대되고, 연구 분야 세분화
7) 신문,