Michael Billig's rhetorical approach has been key to the discursive turn in the social sciences. His witty and original book examines argumentation and its psychological importance in human conduct, and traces the connections between ancient rhetorical ideas and modern social psychology. In a new Introduction, he offers further reflections on rhetoric and social psychology, discusses the recent scholarship, and allows some forgotten voices in the history of rhetoric to be heard. This book will be enjoyable and provocative reading for scholars in social psychology, English language and the history of philosophy.