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

For example, Roman historianLivy (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 ofSt. Paul's speech addressed to KingHerod Agrippa II and his sister Berenice, inActs 26:2-3, have been described as "a standardcaptatio benevolentiae".^[3]

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

• Latin literary phrases
• Latin legal terminology
• Rhetorical techniques

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