Reuven Tsur (Hebrew: ראובן צור) (born 1932) is professor emeritus of Hebrew literature and literary theory at Tel Aviv University. He was born in Oradea (Nagyvárad), Romania and his mother tongue is Hungarian.
In his doctoral dissertation (Sussex University, 1971) Tsur developed an approach which he later called "Cognitive Poetics". This is an interdisciplinary approach that combines literary theory, linguistics, psychology, and philosophy. It explores the relationship between the structure of the text and the human qualities perceived in it, and the mediating processes that take place in the reader's mind. He applied Cognitive Poetics to rhyme, sound symbolism, poetic rhythm, metaphor, poetry and altered states of consciousness, period style, genre, archetypal patterns, translation theory, the implied critic's decision style, critical competence and literary history. In his books and articles he applied his theories to English, French, German, Hungarian, Italian, Spanish, and Hebrew poetry, ranging from the Bible, through the eleventh, sixteenth and seventeenth century, to the eighteenth, nineteenth and twentieth century.