Book 2
1.4
In deliberative oratory, it is more useful that the orator should appear to be of a certain character, in forensic, that the hearer should be disposed in a certain way; for opinions vary, according as men love or hate, are wrathful or mild, and things appear either altogether different, or different in degree; for when a man is favorably disposed towards one on whom he is passing judgement, he either thinks that the accused has committed no wrong at all or that his offence is trifling; but if he hates him, the reverse is the case. And if a man desires anything and has good hopes of getting it, if what is to come is pleasant, he thinks that it is sure to come to pass and will be good; but if a man is unemotional or not hopefulOpposed to εὐέλπιδι. Others render in a bad humor. it is quite the reverse.
1.5
For the orator to produce conviction three qualities are necessary; for, independently of demonstrations, the things which induce belief are three in number. These qualities are good sense, virtue, and goodwill; for speakers are wrong both in what they say and in the advice they give, because they lack either all three or one of them.
