Kitap 3
14.7
The object of an appeal to the hearer is to make him well disposed or to arouse his indignation, and sometimes to engage his attention or the opposite; for it is not always expedient to engage his attention, which is the reason why many speakers try to make their hearers laugh. As for rendering the hearers tractable, everything will lead up to it if a person wishes, including the appearance of respectability, because respectable persons command more attention. Hearers pay most attention to things that are important, that concern their own interests, that are astonishing, that are agreeable; wherefore one should put the idea into their heads that the speech deals with such subjects. To make his hearers inattentive, the speaker must persuade them that the matter is unimportant, that it does not concern them, that it is painful.
14.8
But we must not lose sight of the fact that all such things are outside the question, for they are only addressed to a hearer whose judgement is poor and who is ready to listen to what is beside the case; for if he is not a man of this kind, there is no need of an exordium, except just to make a summary statement of the subject, so that, like a body, it may have a head.
