One of the most important components of early modern science was the experiment. Advocates of the “new sciences” used experiments as indisputable evidence in controversies with their opponents and as powerful arguments against authoritative texts. Among the first early modern scientific works to systematically and successfully use experiments as parts of the central argumentation is William Gilbert’s treatise De magnete (1600), in which the author sought to present a completely new theory of magnetism as an explanation of phenomena on earth (...) as well as of the movements of heavenly bodies. Gilbert goes to great lengths to persuade his readers of the innovation of his nova et inaudita physiologia. For this, however, it did not suffice to present a startling number of experiments and advocate empirical investigation. This contribution will shed light on the surprising literary and rhetorical tools employed in the De magnete in questions of authority, which aided Gilbert in presenting his powerful and highly successful “New Physiology.”. (shrink)