Other Controversies

In the field of rhetoric, the primary goal is to persuade the audience. The audience is not going to be persuaded by an otherwise good argument with true premises unless they believe those premises are true. Philosophers tend to de-emphasize this difference between rhetoric and informal logic, and they concentrate on arguments that should fail to convince the ideally rational reasoner rather than on arguments that are likely not to convince audiences who hold certain background beliefs.

Advertising in magazines and on television is designed to achieve visual persuasion. And a hug or the fanning of fumes from freshly baked donuts out onto the sidewalk are occasionally used for visceral persuasion. There is some controversy among researchers in informal logic as to whether the reasoning involved in this nonverbal persuasion can always be assessed properly by the same standards that are used for verbal reasoning.