Book 3
1.94
A fifth kind of rhetoric is employed when a speaker speaks well of some one and proves him to be worthy and honourable; encomium is the name given to this kind. A sixth kind is that employed when the speaker shows some one to be unworthy; the name given to this is invective. Under rhetoric, then, are included encomium, invective, persuasion, dissuasion, accusation and defence.
1.94
Successful speaking has four divisions. The first consists in speaking to the purpose, the next to the requisite length, the third before the proper audience, and the fourth at the proper moment. The things to the purpose are those which are likely to be expedient for speaker and hearer. The requisite length is that which is neither more nor less than enough.
1.95
To speak to the proper audience means this: in addressing persons older than yourself, the discourse must be made suitable to the audience as being elderly men; whereas in addressing juniors the discourse must be suitable to young men. The proper time of speaking is neither too soon nor too late; otherwise you will miss the mark and not speak with success.
1.95
Of conferring benefits there are four divisions. For it takes place either by pecuniary aid or by personal service, by means of knowledge or of speech. Pecuniary aid is given when one assists a man in need, so that he is relieved from all anxiety on the score of money. Personal service is given when men come up to those who are being beaten and rescue them.
