Book 3
10.3
The similes of the poets also have the same effect; wherefore, if they are well constructed, an impression of smartness is produced. For the simile, as we have said, is a metaphor differing only by the addition of a word,προσθέσει: the addition of the particle of comparison ὡς. προθέσει (the reading of the Paris ms.) would mean, (1) manner of setting forth (Cope), or (2) a metaphor, with a preface (Jebb) (but the meaning of this is not clear). The simile only says that one thing resembles another, not, like the metaphor, that it is another; since the speaker does not say this, the result is that the mind of the hearer does not go into the matter, and so the chance of instruction, of acquiring some information, is lost. wherefore it is less pleasant because it is longer; it does not say that this is that, so that the mind does not even examine this.
10.4
Of necessity, therefore, all style and enthymemes that give us rapid information are smart. This is the reason why superficial enthymemes, meaning those that are obvious to all and need no mental effort, and those which, when stated, are not understood, are not popular, but only those which are understood the moment they are stated, or those of which the meaning, although not clear at first, comes a little later; for from the latter a kind of knowledge results, from the former neither the one nor the other.The meaning is: the two kinds of enthymemes mentioned last do convey some information, whereas the superficial enthymemes teach nothing, either at once, or a little later, when reflection has made the meaning clear.
10.5
In regard to the meaning of what is said, then, such enthymemes are popular. As to style, popularity of form is due to antithetical statement; for instance, accounting the peace that all shared to be a war against their private interests,Isoc. 5.73. where war is opposed to peace;
