Audince in argumentation

I agree with Cathy that Perelman’s language is much easier to understand. I especially liked the part how he mentioned the role of the audience in argumentation. That reminded me Rumi’s phrase “ No matter how much you know and how much you say, your talk will not go beyond what your audience understands”. So taking the values of the audience, education, interests and social environment is very important. This is so important that it is sometimes impossible to start an argument without taking these into consideration.
I am writing a paper (for almost a year, I hope I will be able to finish it) on affect of socio-cultural norms on address forms. This paper is on politeness theory and the main finding so far is that: people, if not addressed properly, even stop talking or lose interest in having conversation. So it is very important to know the values of the audience even to start a conversation and to make your message meaningful for them.
I remember reading a research conducted with lower-income students. Several math instructors made a research on a very poor country in Asia (I believe it was in Asia) to see the relation between school instruction and practical knowledge. Teachers asked one of the students “OK, you have ten dollars and you spend 5 on candies how much do you have”
Student “Ten”
Teachers “Be careful, you had 10 and spent 5 on candies. How much do you have left?”
Student “10”
It goes on like this for a while and at the end the student says “if I have ten dollars, I would not spend 5 dollars on candies, it would be wasteful”.
Money is very precious for these students. The teacher convinced the student to answer the question but could not persuade him in the rationality of the question. If the teachers knew, or paid attention how much $10 meant to these kids, I believe they would ask the question in a different way and would nor spend this much time with one question.