リチャード・ウィーバー
In other words, orators should acknowledge that each audience has different needs and responses, and must formulate their arguments accordingly. Weaver also divided "argumentation" into four categories: cause-effect, definition, consequences, and circumstances. The rhetorician must decide which method of argument will best persuade a given audience.
In his The Ethics of Rhetoric, Weaver coined the phrases "god terms" and "devil terms". "God terms" are words particular to a certain age and are vague, but have "inherent potency" in their meanings. Such words include progress and freedom – words that seem impenetrable and automatically give a phrase positive meaning.