Rhetorical analyses typically characterize structural, topical, and stylistic features of written or spoken argumentative text, and may also consider the context of interaction as well as the epistemic and social standing of participants as these relate to the goals of gaining, sustaining, and strengthening an audience’s adherence to a thesis or a course of action. Such considerations, broadly conceived, are taken to constitute rhetorical insights, insofar as they bear on effecting audience persuasion or, for that matter, fail to do so. (...) In the following, I am concerned with the question what a normative approach to argumentation may stand to gain from rhetorical insights. First, I follow Thomas Conley .. (shrink)