Ordained Scottish Presbyterian minister. Advocated the wedding of eloquence with lives led following exemplary models. Opposed both of the extremes in Christian conceptions of proof: neither "enthusiasts" nor "skeptics" yea be. Strongly influenced by the "intellectual society" in which he was engaged, with Thomas Reid, and others. On one hand influenced by Hume, but also open to Locke's ideas.
Produced a theory of rhetoric based on 18th Century awareness of human nature . Brought together the best 18th century thinking and applied it to classically influenced rhetoric, as found in Quintilian, Cicero, Longinus and the Ad Herennium. Preferred the artistic structure encouraged by applying classical rules to discourse but also wanted to add the dynamic contributions of "modern" theory (esp. psychology).
An audience's belief in a rhetor's claim is critically influenced by the extent to which the audience's response to the verbal stimuli that the rhetor provides resembles the mind's ordinary response to actual experience (Walzer, 1999, p. 79 QJS, May 1999). In order to pull this off, speakers' must appeal to the whole person, esp. including the emotional aspects.
(esp. in instruction, explanation, proof, perspicuity)
(esp. interesting the memory, conceiving, combining, vividness)
(esp. involving, motivating, associating images)
(esp. by combining strong arguments with graphic images).
Speeches may inform, please, convince, move, express sentiments, express passions, express moods, express ideas.
Presents a rhetoric based on practical knowledge (the art must be grounded in science and truth).
The time was ripe for joining rhetorical theory with new science (esp. psychology) instead of continuing to have rhetoric and science at each other's throats.
Common sense philosophy of the mind (reminds us of the ancients): what are the "natural" faculties and tendencies?
Philosophy in the service of rhetoric.
Traditional/rhetorical dependencies on the topics/syllogisms/5 canons were not as crucial as the overall excitement of the desires and the satisfaction of audience judgments toward desired action which gratifies in its fulfillment.
Manifest artistry, on the part of the speaker, is the enemy of weak response.
Good man=character, speaking well .
Speakers must develop sympathy between speaker and hearer by being sincere and showing good will.
The emotions react, even upon logical arguments.
The emotions we associate with a set of like/similar emotions tie listeners into a system of response.
Wit, humor, ridicule are powerful emotional forces.
Scientific proof, as represented by Cartesianism, is outside the proper realm of rhetoric.
Moral reasoning brings one closer to truth than mere probability, but to a degree less than certainty.
Experience, analogy, calculation of choice (probability) and esp. testimony are key supports for logical argument.
Campbell raises testimony to an artistic mode of proof by indicating that sharing others experience is powerful.
Experiential learning based on shared observations is a strong persuader (intersubjectivity and corroberation).
Use is the sole mistress of language. Standards for style are that it be reputable, national, and present (not faddish and absolute). One should be able to make both direct and indirect speech appeals.