Every communication produces effects : it "manipulates" in the instrumental acceptance of the word. Thus, as soon as we communicate we manipulate, and this is indeed this basic "axiome" that must be put at the very base of any extensive study in this field, and particularly as far as "persuasive communication" is concerned, that is to say studies regarding at the same time "efficiency" and "effectiveness" in communication, that is to say both the effects meant on somebody by the person uttering the message and those he didn't knowingly mean. Therefore, attenpting to distinguish between argumentation and rhetoric doesn't seem to be totally satisfying in the extent that every communication of arguments establishes on the basis of an implicit "relationship" which the exchange depends on, and "content" and "form" are very closely linked.