 Around the same time as Toulmin, Chaïm Perelman and Lucie Olbrechts-Tyteca were developing an approach to argumentation that emphasized its persuasive component. To this end, they turned to classical theories of rhetoric, and adapted them to give rise to what they described as the “New Rhetoric”. Their book Traité de l’argumentation: La nouvelle rhétorique was published in 1958 in French, and translated into English in 1969. Its key idea: 