This study examines statements on the topic of persuasion (in peithein) in extant texts from the late fifth century BC - drama, hisotiography, judicial oratory - in order to gain insights into the development of rhetoric in Athens at this early stage. The texts abound with comments on the credibility of the speaker, audience psychology and references to emotional and rational techniques of persuasion, thus showing that in the late fifth century persuasion was already regarded as a process that can be analysed and influenced.