Quotation by Aristotle

Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, provided by the words of the speech itself.
Aristotle (384–323 B.C.), Greek philosopher. Rhetoric 1.2; 1358a2-4, trans. by Roberts, The Complete Works of Aristotle, ed. Jonathan Barnes, Princeton, Princeton University Press (1985).
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