The Art of Rhetoric by Aristotle

The Art of Rhetoric by Aristotle

Aristotle defines rhetoric as the ability to see, in any given case, the available means of persuasion — and then catalogues them with the thoroughness of a man cataloguing species.

The three appeals: ethos, the speaker's character; pathos, the audience's emotion; logos, the argument itself. Then a systematic treatment of the emotions and how each is produced, the topics of argument, what audiences of different ages find convincing, and finally style and arrangement. Every book on persuasion since is a footnote to it.

The founding text of persuasion, still set on law, politics and communication courses.

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