In simple words this is the time and place. A orator uses this to their advantage to persuade the audience to act now at the time being. 
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argumentation late 15c., "presentation of formal arguments," from Fr. argumentation (14c.), from L. argumentationem (nom. argumentatio) "the bringing forth of a proof," pp. of argumentari (see argue). Meaning "debate, wrangling, argument back and forth" is from 1530s.
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