New Rhetoric, often associated with the work of scholars such as Chaim Perelman and Lucie Olbrechts-Tyteca, emerged in the mid-20th century as a response to traditional rhetorical theories. Traditional rhetoric, rooted in classical texts and focused on persuasive techniques, largely centered on the speaker's ability to persuade an audience through logical argumentation (logos), emotional appeal (pathos), and ethical considerations (ethos).
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