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Given that the subject of rhetoric is always a judgment (both in the case of deliberative and judicial speech), it is necessary not only to focus on how the speech will become demonstrative and persuasive, but also on how the speaker a) will present himself as having certain qualities, and b) will bring his audience to a specific mental state. Three things make rhetoricians persuasive: prudence, virtue, and goodwill. [. . .] [Excerpt from the introduction text of the edition]
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