Christmann U, Mischo C
Psychologisches Institut der Universität Heidelberg, Hauptstrasse 47-51, D-69117 Heidelberg, Germany.
Lang Speech. 2000 Jul-Sep;43(Pt 3):229-59. doi: 10.1177/00238309000430030101.
This paper deals with the effects of aesthetic quality and argumentational integrity or fairness on the persuasiveness of contributions to argumentation. Contemporary discussions of aesthetics and morality distinguish three possible relationships: (a) superiority of aesthetics in making contributions persuasive, (b) integrity as a necessary precondition for the efficacy of aesthetics, and (c) a compensatory relationship between aesthetics and integrity. Basic argumentative dialogs were varied in aesthetic quality via the use of figurative language and in fairness via the addition of faulty, insincere, or unjust arguments. Materials were presented in a written (Study I) or spoken form (Study II), and followed with questions exploring cognitive, emotional, and conative aspects of persuasive efficacy. Results of both studies strongly support case (b): Only in arguments perceived as fair can persuasive impact be enhanced by aesthetic means.
本文探讨审美质量以及论证完整性或公正性对论证贡献的说服力的影响。当代关于美学与道德的讨论区分了三种可能的关系：(a) 美学在使贡献具有说服力方面具有优越性；(b) 完整性是美学发挥效力的必要前提；(c) 美学与完整性之间的补偿关系。通过使用比喻性语言改变基本论证对话的审美质量，并通过添加错误、不真诚或不公正的论证来改变其公正性。材料以书面形式（研究一）或口头形式（研究二）呈现，并随后提出探索说服效力的认知、情感和意动方面的问题。两项研究的结果都有力地支持了情况 (b)：只有在被认为公平的论证中，美学手段才能增强说服效果。
