The Efficacy of Communicative Fairness and Rhetorical Aesthetics in Contributions to Argumentation

Abstract

This paper deals with the effects of aesthetic quality and argumentational integrity or fairness on the persuasiveness of contributions to argumentation. Contemporary discussions of aesthetics and morality distinguish three possible relationships: (a) superiority of aesthetics in making contributions persuasive, (b) integrity as a necessary precondition for the efficacy of aesthetics, and (c) a compensatory relationship between aesthetics and integrity. Basic argumentative dialogs were varied in aesthetic quality via the use of figurative language and in fairness via the additionof faulty, insincere, or unjustarguments. Materials were presented in a written (Study I) or spoken form (Study *II), and followed with questions exploringcognitive, emotional, and conativeaspects of persuasive efficacy. Results of both studies strongly support case (b): Only in arguments perceived as fair can persuasive impact be enhanced by aesthetic means.