3. As things are now,10those who have composed Arts of Speechhave worked on a small part of the subject; for only pisteis11are artis-tic (other things are supplementary), and these writers say nothingabout enthymemes, which is the “body” of persuasion,12while theygive most of their attention to matters external to the subject

If successful,the interlocutor led the respondent into a contradiction or logically indefen-sible position by means of definition and divisions of the question or bydrawing analogies, much as Socrates is shown doing in the earlier Platonicdialogues;

i. Inductive argument, called paradigm, or example,drawing a particular conclusion from one or moreparallelsii. Deductive argument, called enthymeme, or rhetoricalsyllogism, drawing a conclusion from stated orimplied premises

By composing speecheson such themes (as described in his Antidosisand elsewhere), hesought to condition students’ moral behavior so that they would thinkand speak noble, virtuous ideas and implement them in civic policy,thus providing a response to claims that rhetoric was an art of decep-tion and flattery

They were, hecomplains, concerned only with judicial rhetoric and its parts andneglected deliberative oratory, a finer genre, and they gave too muchattention to arousing emotions to the neglect of logical argument.

Their rivalries and argumentscontrast with values commonly found in Middle Eastern and FarEastern cultures, where strong central governments discouraged orprevented public debate (and where organized athletics did notdevelop).

The “end”82of each of these is different, andthere are three ends for three [species]: f

for we do not give the samejudgment when grieved and rejoicing or when being friendly and hostile.

character is almost, so to speak,the most authoritative form of persuasion.

As aresult, if all trials were conducted as they are in some present-daystates and especially in those well-governed [the handbook writers]would have nothing to say;

“Pleasant speech increases persuasiveness....Pleasantwords are like a honeycomb, sweetness to the soul and health to thebody.”