Proceedings of the XXII World Congress of Philosophy

Volume 49, 2008

Philosophy of Values

Viktor Tchouechov
Pages 121-127

Argument to Love
Logic and Rhetoric of Communication

An argument to love is a verbal construction, containing appeal to human emotions and feelings. According to philosophical and rhetoric traditions, the argument is a very important means of convincing and (or) persuasion and value’scommunication. The argument to love bases on optimum internal unity of authority (and an argument to authority), good, friendship, beauty and desire of human. The argument to love demands, at least, a minimal positive value audience’s reaction to itself. An audience response to an argument to love is in direct proportion to its verbal expression. The argument to love depends on common world-view, national mentality as well as on an intellectual tradition where we are.