The book is the first domestic textbook on the theory of argumentation. It outlines the main ideas and results of the modern theory of argumentation (“new rhetoric”). Its applications in the natural and human sciences, politics, morality, ideology, etc. are covered in detail. Argumentation is considered not only as a special technique of persuasion, but also as a practical art, which presupposes the ability to choose from a variety of persuasion techniques those that are required by the characteristics of the audience and the problem under discussion. For a wide range of readers interested in the theory and practice of persuasion: teachers, lawyers, political and public figures, etc. The book will be useful to teachers, students and graduate students of humanities faculties.