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In order to convince someone, you need to get their attention first. In Rhetorics, that usually ought to happen right at the beginning of a speech, as already Aristotle suggested. But that notion changed in the 18th century. With the onset of Aesthetics, attention, or attentiveness, became even more important. The focus shifted to a continuing attentiveness of the speaking and writing subject. Originally, Baumgarten established his theory of Aesthetics as the science of sensual cognition (scientia cognitionis sensitivae). His main objective was the intensity (intensio) or effort (»Anstrengung«) of attention, referencing Quintilian’s idea of fierce attentiveness (acris intentio). Baumgarten also mentions other variations, such as its extent (extensio) and its duration (protensio). But it was his disciple Meier who made the concept more comprehensible translating it from Latin into German. About 1770 the now famous notion of suspense (»Spannung«) was introduced as a by-product of attentiveness. Other aesthetic ideas connected to a heightened sense of attention are: the interesting, strength, and enthusiasm.

Strenge Aufmerksamkeit im 18. Jahrhundert. Ihre Ausdehnung von der Rhetorik zur Ästhetik