2. the Ancients Considered Rhetoric the Essential Skill of ______. P. 4

1. ______,a logical tactic, is the rhetorical jujitsu that uses your opponent’s moves to your advantage. p.3 2. The ancients considered rhetoric the essential skill of ______. p. 4 3. ______lies behind political labeling, advertising, jargon, voices, gestures, and guilt trips; it forms a real-life Matrix, the supreme software that drives our social forces, in all its manipulative glory. p.4 4. Rhetoric serves as ______decoder. p.4 5. ______is the technical term for a shotgun marriage of contrasting thoughts, opposing ideas. p.5 6. Argument’s grand prize is ______. p.9 7. Argument by the stick—______--is no argument. It never persuades; it only inspires revenge or retreat. 8. ______(demonstrative) rhetoric tends to finish with people bonding or separating because such rhetoric is driven by values, shared by varying degrees. p.30 9. ______(forensic) rhetoric threatens punishment and is the rhetoric of courtrooms. 10. ______(deliberative) argument promises a payoff, the rhetoric of decision making. 11. Cicero used ______to change the tone and rhythm of an argument. p. 31 12. A good persuader anticipates the audience’s ______. p. 32 13. The most productive arguments use ______as their central issue. p.37 14. ______asks a rhetorical question and immediately answers it to anticipate an audience’s skepticism and refute it. p.39 15. ______is argument by logic, a technique that uses what the audience itself is thinking. p.40 16. ______is argument by character, employing the persuader’s personality, reputation, and ability to look trustworthy. 17. ______is argument by emotion, reading the audience’s emotions to play on its sympathies. 18. ______can make the difference between persuading an audience and getting thrown out by it. p.48 19. It is ______to stand in judgment of the very people you want to persuade p. 61 20. An argument tool, the ______, is used when the persuader reveals a weakness that wins the sympathy or shows the sacrifice you have made for the audience. p. 63 21. Rhetorical values do not necessarily represent “ rightness” or “truth”; they merely constitute what people value—honor, faith, steadfastness, money, toys. Support your audience’s values, and you earn the temporary trustworthiness that rhetoric calls ______. p. 65 22. ______, is a rhetorical tactic that a persuader uses to make the audience think he/she is in doubt about what to say. p. 75, 78 23. The single best word for Aristotle’s selfless goodwill is “ ______,” the appearance of having only the best interest of your audience at heart—even to the point of sacrificing for the good of others. p. 78

24. While ______is perfectly awful at motivating anyone into any sort of action, sorrow, shame, and humility…can prevent action altogether. p.85 25. Aristotle listed ______among emotions that can get an audience out of its seats and make it do what you want. p.86 26. A pathetic trick, the use of ______, is used by a persuader to pretend that things just happened on their own: You did not track mud across the living room; mud was tracked across the living room floor—thus, diminishing your responsibility in a dilemma. p.91 27. ______calms the audience, making it a great pathos trick. p.92 28. ______is a form of attack and defense, consisting of clever insults and snappy comebacks and working best while conceding a point to your advantage. p. 95 29. A ______, a view an audience holds in common, takes advantage of the way humans process information, sometimes representing a prefab consensus and can be powerful weapons. pp.101-102. 30. When you stop hearing a ______, you know that the common ground of public opinion is shifting. p. 105 31. Pro-Life and Pro-Choice are examples of ______, both representing opinion, not truth, each counter-commonplaces of the other. p.103 32. When commonplaces clash, ______begin. p.106 33. Anyone who opposes a commonplace label, risks seeming like an ______. p. 107 34. The ______, a type of syllogism that ditches the middle line, can create a commonplace—a belief, value, or attitude—and uses it as a first step in convincing a reader of a particular point. p. 125 35. A ______is a fact or commonplace. (All men are mortal) p. 125 36. The ______mentions something by saying you are not going to mention it. p. 127 37. Every logical argument has a proof and a ______, the choice the persuader wants his audience to make. p. 127 38. ______reasoning/logic works best when the persuaders is not sure he shares the audience’s commonplaces. p. 133 39. Facts, comparisons, and narratives are the three kinds of examples used in ______logic. p. 133 40. In ______, the commonplace serves as the persuader’s proof. p. 138 41. In ______... there really are no rules. You can commit fallacies to your heart’s content, as long as you get away with them; but if your audience spots them, there goes your ______. Your audience will consider you a ______or a ______. p.138 42. ______is a type of fallacy that reduces an argument to absurdity, crumbling the proof and collapsing the argument. p.141 43. The fallacy of ______: It never happened before, so it never will. OR It happened once, so it will happen again. 44. A type of logical fallacy, the ______, is an argument that offers too few examples to prove the point. p.144 45. The ______is a type of fallacy that says the same thing repeated in different words. p. 146 46. The ______is a type of illogical argument that switches issues in mid- argument to throw the audience off balance, distracting them from the real argument. p. 149 47. If we allow this reasonable thing, it will inevitably lead to an extreme version of it—an example of the type of logical fallacy known as ______. p. 151 48. ______swaps a part for the whole (“bluehairs” for elderly women) p. 213 49. ______swaps a one thing for a collection (“White House”) .p.213 50. The ______rhetorical device works like a pyramid, with each part overlapping the next, often lending an ominous pathos or a highly logical bit of narration. p.220 51.______has become the fastest-growing subject in higher education.