The purpose of speaking well (rhetoric) is to handle topics we discuss without formal methods, for an audience that can't easily follow complex arguments or long reasoning.
Of means of persuading by speaking there are three species: some consist in the character of the speaker; others in the disposing the hearer a certain way; others in the thing itself which is said, by reason of its proving,... ...
It is this simplicity that makes the uneducated more effective than the educated when addressing popular audiences-makes them, as the poets tell us, 'charm the crowd's ears more finely.' Educated men lay down broad general principles; uneducated men argue from... ...
Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character ofthe speaker; the second on putting the audience into a certain frame of mind; the third on the... ...
