Book 3
17.11
Epideictic speeches should be varied with laudatory episodes, after the manner of Isocrates, who is always bringing somebody in. This is what Gorgias meant when he said that he was never at a loss for something to say; for, if he is speaking of Peleus, he praises Achilles, then Aeacus, then the god; similarly courage, which does this and that,He enumerates all the deeds that proceed from courage. Another reading is ἢ τὰ καὶ τά, ποιεῖ ὃ τοιόνδε ἐστίν, i.e. when praising courage, and this or that, he is employing a method of the kind mentioned. or is of such a kind.
17.12
If you have proofs, then, your language must be both ethical and demonstrative; if you have no enthymemes, ethical only. In fact, it is more fitting that a virtuous man should show himself good than that his speech should be painfully exact.
17.13
Refutative enthymemes are more popular than demonstrative, because, in all cases of refutation, it is clearer that a logical conclusion has been reached; for opposites are more noticeable when placed in juxtaposition.There is no difference in form between the demonstrative and refutative enthymeme, but the latter draws opposite conclusions; and opposites are always more striking when they are brought together, and a parallel drawn between them. It is then easy to see where the fallacy lies. Cf. 2.23.30: Refutative enthymemes are more effective (popular) than demonstrative, because they bring opposites together in a small compass, which are more striking (clearer) to the hearer from being put side by side.
