Rhetoric creates meaning which, in turn, is an active agent for the creation of perception (O’Shaughnessy, 2004); rhetoric does not reflect reality but rather creates it according to the structures and limits permitted by the language of a given culture (Umberson & Henderson 1992). Schwartz (1973) suggested that rhetoric must resonate with target’s attitudes and feelings in order to work effectively. As logic alone is insufficient for framing our perception, it is emotion which leads the pathway to conviction; as rhetoric is an emotional persuasion, emotion, therefore, is its core. The loss of indisputable principles has rendered nearly everything questionable. It is thus the uncertainties of our time, the lack of inherited definiteness that
