Kitap 3
14.9
Further, engaging the hearers' attention is common to all parts of the speech, if necessary; for attention slackens everywhere else rather than at the beginning. Accordingly, it is ridiculous to put thisi.e., to claim the hearer's attention at the beginning, for every one is keen to listen then, but later on attention slackens. at the beginning, at a time when all listen with the greatest attention. Wherefore, when the right moment comes, one must say, And give me your attention, for it concerns you as much as myself; and, I will tell you such a thing as you have never yet heard of, so strange and wonderful. This is what Prodicus used to do; whenever his hearers began to nod, he would throw in a dash of his fifty-drachma lecture.
14.10
But it is clear that one does not speak thus to the hearer qua hearer;The hearer qua hearer should be unbiased, but in fact hearers often suffer from the defects referred to in sect. 7, for which certain forms of exordia are remedies. for all in their exordia endeavor either to arouse prejudice or to remove their own apprehensions: O prince, I will not say that with haste [I have come breathless].Soph. Ant. 223. Why this preamble?Eur. IT 1162. This is what those also do who have, or seem to have, a bad case; for it is better to lay stress upon anything rather than the case itself. That is why slaves never answer questions directly but go all round them, and indulge in preambles.
