Abstract

The article deals with the issue of relation between Aristotle’s ethics and art of rhetoric. On the one hand, his concept of rhetoric stresses its instrumental, morally neutral character, which is substantial for every art. On the other hand, it seems that for Aristotle if speaker is truly good rhetorician and persuades truthfully and for just cause, his speech should appear more persuasive than in case of artful defence of injustice. Thus, truthfulness and justice appear to have inherent persuasive effect. In order to clarify the relation between ethical and rhetorical normative claims author highlights distinctive character of art in comparison to Aristotle’s concepts of moral virtue and prudence and shows how this character of art is integrated into Aristotle’s concept of rhetoric and how it transforms the function of virtue in the scope of rhetorical activity. The primary goal of rhetorician is not to be moral, but merely to appear as such. This conclusion does not call for rejection of rhetoric in the eyes of prudent person. Rather, it is useful, because it provides means to realize ends that are in favour of good life of the city and his fellow citizens.