Part of a series on
Rhetoric
History Ancient Greece Asianism Atticism Attic orators Calliope Sophists Ancient India Ancient Rome The age of Cicero Second Sophistic Middle Ages Byzantine rhetoric Trivium Renaissance Studia humanitatis Modern period
Concepts Captatio benevolentiae Chironomia Decorum Delectare Docere Device Eloquence Eloquentia perfecta Eunoia Enthymeme Facilitas Fallacy Informal Figure of speech Scheme Trope Five canons Inventio Dispositio Elocutio Memoria Pronuntiatio Hypsos Imitatio Kairos Method of loci Modes Operations Persuasion Ethos Pathos Logos Situation Style Grand Sotto voce Topos
Genres Apologetics Debate Declamation Controversia Deliberative Demagogy Dialectic Socratic method Dissoi logoi Elocution Epideictic Encomium Panegyric Eulogy Farewell speech Forensic Funeral oration Homiletics‎ Sermon Invitational Lecture Public Lightning talk Maiden speech Oratory Polemic Diatribe Eristic Philippic Progymnasmata Suasoria Propaganda Spin Resignation speech Stump speech War-mongering
Criticism Cluster Dramatic Pentadic Frame Genre Ideological Metaphoric Mimesis Narrative Neo-Aristotelian
Rhetoricians Aristotle Aspasia Augustine Bakhtin Booth Brueggemann Burke Cicero de Man Demosthenes Derrida Erasmus Gorgias Hobbes Isocrates Lucian Lysias McLuhan Ong Perelman Pizan Plato Protagoras Quintilian Ramus Richards Smith Tacitus Toulmin Vico Weaver
Works Gorgias (380 BC) Phaedrus (c. 370 BC) Rhetoric (c. 350 BC) Rhetoric to Alexander (c. 350 BC) De Sophisticis Elenchis (c. 350 BC) Topics (c. 350 BC) De Inventione (84 BC) Rhetorica ad Herennium (80 BC) De Oratore (55 BC) A Dialogue Concerning Oratorical Partitions (c. 50 BC) De Optimo Genere Oratorum (46 BC) Orator (46 BC) On the Sublime (c. 50) Institutio Oratoria (95) Panegyrici Latini (100–400) Dialogus de oratoribus (102) De doctrina Christiana (426) De vulgari eloquentia (1305) Copia: Foundations of the Abundant Style (1521) Language as Symbolic Action (1966) A General Rhetoric (1970)
Subfields Argumentation Cognitive Contrastive Constitutive Digital Feminist Native American New Health and medicine Pedagogy Procedural Science Technology Therapy Visual Composition
Related Ars dictaminis Communication studies Composition studies Doxa Glossary of rhetorical terms Glossophobia List of feminist rhetoricians List of speeches Oral skills Orator Pistis Public rhetoric Rhetoric of social intervention model Rhetrickery Rogerian argument Seduction Speechwriting Talking point TED Terministic screen Toulmin model Wooden iron
v t e

Captatio benevolentiae (Latin for "winning of goodwill") is a rhetorical technique aimed to capture the goodwill of the audience at the beginning of a speech or appeal. It was practiced by Roman orators, with Cicero considering it one of the pillars of oratory.^[1]

For example, Roman historian Livy (Titus Livius) begins his prologue with a description of his own insignificance against the importance of the Roman people and history of Rome. By preaching his own humility, and especially by comparing himself to the much greater importance of the Roman people (his audience), he hopes to gain their favor at the start of his work.^[2]

The opening words of St. Paul's speech addressed to King Herod Agrippa II and his sister Berenice, in Acts 26:2-3, have been described as "a standard captatio benevolentiae".^[3]

During the Middle Ages, it was used in court cases to gain the judge's favor, with lavish praise of the judge's wisdom considered most effective by Guillaume Durand.^[4] In parallel, the techniques of the captatio benevolentiae began to be used in the prologues of chivalric romance novels, addressing the readers and trying to have them view the work favourably.^[5]

References