New Rhetoric, TheThe New Rhetoric is founded on the idea that since argumentation aims at securing the adherence of those to whom it is addressed, it is, in its entirety, relative to the audience to be influenced, says Cham Perelman and L. Olbrechts Tyteca, and they rely, in particular, for their theory of argumentation on the twin concepts of universal and particular audiences: while every argument is directed to a specific individual or group, the orator decides