The article argues that the doctrine of Gorgias of Leontinoi, as expressed in his ›Encomion of Helen‹, is not a rhetorical technique but a practice of moral education. The medium of this »ethical speech practice« is perceptual forms, its basic mode being the practice of showing or epideictic speech. The crucial standard of this practice is »epideictic rightness«, which is identical to Gorgias’ conception of »truth«. According to this conception, speech is true if it exemplifies morally right conduct and moral (...) beauty. True speech in this sense must also be effective speech, since it will promote right behaviour in the future. (shrink)