Aesthetic Austerity in Persuasion

Abstract How can we distinguish the permissible use of aesthetic features in persuasive communication from their manipulative misuse? The paper reconstructs the basic argument (proposed by Stoics and others in antiquity) that persuasive speech should be aesthetically austere. The argument, it is suggested, is fundamentally sound. But the view it sustains is subject to challenge, on the grounds that it is implausible and impractical in the real world. By making clear the grounds on which the “austere” view is justified, and by making precise the arguments that underlie those challenges, the paper identifies and evaluates three different possible responses to those challenges. The most promising of these accepts the argument for “austerity” but proposes a more moderate interpretation of its conclusion. In doing so, it takes up the challenge of providing a defensible rationale for distinguishing the permissible from the impermissible use of aesthetic features in persuasive communication.