In axiological argumentation that refers to issues concerning matters of ethics, politics, or aesthetics, a warrant is derived from a general axiological base, which consists of propositions that are accepted by a particular social group. Such a warrant is supported by ideology, understood as a relatively well organised set of evaluative propositions. In axiological argumentation beliefs are represented by cultural objects that serve as the arguments. Cultural objects are universals, which have a culturally developed interpretation. Without proper recognition of the (...) interpretant, the correct reading of the sign and its appraisal is impossible. The main purpose of this article is to show how ideological objects constitute the base of the discourse. In analysis of chosen texts I will demonstrate, how at every stage of argumentation arguers exploit the topic and interactive potential of argumentation. (shrink)