The traditional concepts of rhetorical strategy and argumentative fallacy cannot be readily reconciled. Doing so requires escaping the following argument: All argumentation involves rhetorical strategies. All rhetorical strategies are violations of logical or dialectical ideals. All violations of logical or dialectical ideals are fallacies. Normative pragmatics provides a perspective in which rhetorical strategies can be seen to have the potential for constructive contributions to argumentation and in which fallacies are not simply violations of ideals. One kind of constructive contribution, framing (...) moves, is illustrated with the case of Lyndon Johnson’s 1964 TV campaign commercial known as the Daisy ad. (shrink)

The temptation to look for the “purely normative essence” of argument stems from the understandable ambition to distinguish rational persuasion from mere persuasion. But in seeking a purely normative notion of argument it is easy to overlook—or actually deny—that rational persuasion is a kind of persuasion. The burden of this essay is to show that the concept of reason from which our interest in argument derives can only exist and have normative force as a kind of persuasion, that is, as (...) something causal. (shrink)