Abstract
The article discusses the prerequisites for the creation of a neo-rhetorical theory of the Brussels school. The authors proceed from the premise that the doctrine created by Ch. Perelman was not a one-step act, but was the result of a change in the scientific and philosophical paradigm of the first half of the twentieth century. Despite the fact that persuasiveness as the main core of the theory of argumentation was not known to scientists, in their writings they actively promoted ideas related to the role of intuition in learning scientific truths, widely using analogy techniques and metaphors borrowed from natural languages. The main actor in the article is H. Poincaré, a famous physicist, one of the creators of the special theory of relativity, and a popularizer of science, who went down in history of its formation as an active fighter with logocentrism.
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