The ArgumentThis paper contains two main sections. In the first I suggest a mechanism of interpretation, based on a distinction between two aspects of meaning, analyzed using two kinds of rhetorical-poetical constructions:tropesto explore the linguistic relations—metaphors, metonyms, synecdoches, etc.—that endow terms with content, andtopicsto account for the structuring function of key expressions, which enables the recognition and adjudication of phrases, arguments, texts, genres, etc. In the second section I substantiate my claims by demonstrating how new light is shed on Galileo (...) Galilei's neglected and obscureDe Motuif these two aspects of the meaning of its central theoretical terms are taken into consideration; interpreted through this approach it is revealed as a text revolutionary in its ideas, while the communicative efficacy of its continuous use of the traditional terminology is unveiled. (shrink)

. Although the pages of Journal of Business Ethics have hosted an ongoing dialogue on the ethics of rhetoric and persuasion, the debates have been unable to account for the underlying morality of the human propensity to engage in rhetorical discourse as a part of living in society. In this paper, I offer natural-law ethical theory as a moral paradigm in which to examine rhetoric. In this context, I assert that rhetoric services reason, which in turn services our dispositions or (...) inclinations that are one ideological foundation of natural-law theory. As rhetoric affects the apprehension of these dispositions it subsumes a related morality in which rhetorical endeavors can be seen as “natural”. So endowed, I believe that this conception of rhetoric offers a number of philosophical and practical implications, one of which is a new way to assess the morality of commercial manifestations of rhetoric such as spin and the use of puffery in advertising. (shrink)