Kitap 3
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.
14.11
We have stated2.1.7, 8. how the hearer's goodwill is to be secured and all other similar states of mind. And since it is rightly said, Grant that on reaching the Phaeacians I may find friendship or compassion,Hom. Od. 7.327. the orator should aim at exciting these two feelings.
14.11
In epideictic exordia, one must make the hearer believe that he shares the praise, either himself, or his family, or his pursuits, or at any rate in some way or other. For Socrates says truly in his Funeral Oration that it is easy to praise Athenians in the presence of Athenians, but not in the presence of Lacedaemonians.See 1.9.30.
