Digital Logos Edition
“Now the proofs furnished by the speech are of three kinds. The first depends upon the moral character of the speaker, the second upon putting the hearer into a certain frame of mind, the third upon the speech itself, in so far as it proves or seems to prove.” (Page 1356a)
“Now, since proofs are effected by these means, it is evident that, to be able to grasp them, a man must be capable of logical reasoning, of studying characters and the virtues, and thirdly the emotions—the nature and character of each, its origin, and the manner in which it is produced. Thus it appears that Rhetoric is as it were an offshoot of Dialectic and of the science of Ethics, which may be reasonably called Politics.” (Page 1356a)
“The function of Rhetoric, then, is to deal with things about which we deliberate, but for which we have no systematic rules; and in the presence of such hearers as are unable to take a general view of many stages, or to follow a lengthy chain of argument.” (Page 1357a)
“Lastly, persuasion is produced by the speech itself, when we establish the true
[20] or apparently true from the means of persuasion applicable to each individual subject.” (Page 1356a)
“Rhetoric is a counterpart1 of Dialectic; for both have to do with matters that are in a manner within the cognizance of all men and not confined2 to any special science. Hence all men in a manner have a share of both; for all, up to a certain point, endeavor to criticize or uphold an argument, to defend themselves or to accuse.” (Page 1354a)