- 17th-18th centuries
- Move away from Ramus's deduction toward empirical deduction
- Perspicuity (plain, clear speech) is valued early, particularly by scientists (like the Royal Society)
- An interest in basic human capabilities, and searching for them (this included proto-psychological maxims)
- universal traits
- universal grammar
- Locke and Hume were big into this
- A few different moves or themes
- rejection of contemporary developments; return to Aristotle, Cicero, Quinttilian
- elocution movement (delivery, gesture, correct pronunciation)
- belles lettres
- Senecan style (plain) vs Ciceroian style (more generative)
- Empiricists championed the former, Augustans (sometimes called neoclassicals) the latter. Augustans were folks like Pope and Dryden in poetry, Swift and Addison in prose.
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