Thank You for Arguing

Jay Heinrichs Character Analysis

The author and narrator of Thank You for Arguing, Jay Heinrichs is a successful consultant, author, and public speaker, and a lifelong lover of the art of rhetoric. In his book, Heinrichs tries to convince readers that learning about rhetoric can help them lead more fulfilling lives: it can help them win arguments with their friends, succeed professionally, and even bond with their loved ones. Although Heinrichs’ primary role in the book is to narrate and explain the art of rhetoric, he gives readers a great deal of information about his personal life (illustrating his point that an effective communicator builds ethos by telling first-person stories and building familiarity with his audience). Heinrichs has a wife, Dorothy Heinrichs Jr., and two children, Dorothy Heinrichs Jr. and George Heinrichs. At times, Heinrichs writes about using rhetorical tricks to win arguments with his family and even manipulate them into agreeing with him. Heinrichs also acknowledges that the way he uses rhetoric might seem “devious” and manipulative; however, in writing Thank You for Arguing, he wants to illuminate the little-understood rules of rhetoric and train his readers to resist rhetorical manipulation.

Jay Heinrichs Quotes in Thank You for Arguing

The Thank You for Arguing quotes below are all either spoken by Jay Heinrichs or refer to Jay Heinrichs. For each quote, you can also see the other characters and themes related to it (each theme is indicated by its own dot and icon, like this one:
Ethos Theme Icon
). Note: all page and citation info for the quotes below refers to the Three Rivers Press edition of Thank You for Arguing published in 2013.
Chapter 1 Quotes

To see just how pervasive argument is, I recently attempted a whole day without persuasion—free of advertising, politics, family squabbles, or any psychological manipulation whatsoever. No one would persuade me, and I would avoid persuading them. Heck, I wouldn't even let myself persuade myself. Nobody, not even I, would tell me what to do.

Related Characters: Jay Heinrichs (speaker)
Page Number: 6
Explanation and Analysis:

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Chapter 3 Quotes

Suppose your Uncle Randy decides to divorce your aunt on their thirtieth anniversary so he can marry a surfing instructor he met at Club Med. You have two issues here, one moral and the other practical. The moral issue is inarguable by our definition. Your uncle is either wrong or right. You could remind him that he is breaking a wonderful woman's heart, but you would be sermonizing, not arguing.

Related Characters: Jay Heinrichs (speaker)
Page Number: 36
Explanation and Analysis:

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Chapter 5 Quotes

One of the greatest decorum scenes in movie history graces the climax of 8 Mile, Eminem's semiautobiography. He gets talked into a competition at a dance club in downtown Detroit where hip hop artists (orators, if you will) take turns insulting each other. The audience chooses the winner by applause. Eventually, the contest comes down to two people: Eminem and a sullen-looking black guy. (Well, not as sullen as Eminem. Nobody can be that sullen.) Eminem wears proper attire: stupid skullcap, clothes a few sizes too big, and as much bling as he can afford. If he showed up dressed like Cary Grant, he would look terrific—to you and me. But the dance club crowd would find him wildly indecorous.

Related Characters: Jay Heinrichs (speaker), Eminem
Page Number: 49
Explanation and Analysis:

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Chapter 6 Quotes

Lincoln made his audience well disposed toward him; emancipation was easier to accept coming from a racist than from one of those insufferable abolitionists up in liberal Massachusetts. If he had sermonized about racial equality the way they did, he never would have become president.

Related Characters: Jay Heinrichs (speaker), Abraham Lincoln
Page Number: 61
Explanation and Analysis:

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Chapter 9 Quotes

Everyone lusts after something. If you can suss out the desire, exploit the lust, dangle the carrot, then you can bridge the gap.

Related Characters: Jay Heinrichs (speaker)
Page Number: 95
Explanation and Analysis:

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Chapter 10 Quotes

Early in my publishing career, I worked for a small magazine that had no fact checkers. When Mount St. Helens erupted for the first time, I wrote a short news piece in which I cluelessly placed the volcano in Oregon. I didn't realize my mistake until after the magazine was published and a reader pointed it out to me. I walked into the editor's office and closed the door.
Me: (looking stricken): I've got bad news, Bill. Really bad news.

Related Characters: Jay Heinrichs (speaker)
Page Number: 102
Explanation and Analysis:

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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Chapter 11 Quotes

Different groups (such as dieters and healthy eaters) have different commonplaces. In fact, people identify with their groups through the groups’ commonplaces. These attitudes, beliefs, and values also determine a person’s self-identity—the assumptions and outlook on the world that define an individual. We will delve into identity later; right now, let's look at the commonplace as the starting point of rhetorical logic.

Related Characters: Jay Heinrichs (speaker)
Page Number: 108
Explanation and Analysis:

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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Chapter 12 Quotes

In the 1980s, conservatives called up the image of the “welfare cheat” who claims nonexistent children and lives high on the government dole. The political right repeated this message in speeches and ads until it was difficult for many Americans to see welfare as anything but a rip-off.

Related Characters: Jay Heinrichs (speaker)
Page Number: 119
Explanation and Analysis:

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Suddenly, an intractable, emotional, values-laden issue like abortion begins to look politically arguable. Making abortions rare is to the nation's advantage, as Aristotle would say. Now, what are the most effective (and politically popular) ways to make abortions rare? The answers might give the extremes of both sides a lot to swallow; on the left, pro-choicers would have to agree that abortion is a repugnant form of contraception. On the right, pro-lifers would have to allow some abortions.

Related Characters: Jay Heinrichs (speaker), Aristotle
Page Number: 126
Explanation and Analysis:

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Chapter 14 Quotes

CANDIDATE: I'm a successful businessman. Elect me mayor and I'll run a successful city.
So the guy made a lot of money in business. The problem is that City Hall is not a business. Many entrepreneurs have successful political careers, but at least as many do not.

Related Characters: Jay Heinrichs (speaker)
Page Number: 150
Explanation and Analysis:

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Chapter 15 Quotes

Pure logic works like organized kids’ soccer: it follows strict rules, and no one gets hurt. Argument allows tackling. You wouldn't want to put yourself in a game where the opposing team gets to tackle while your team plays hands-off. That’s what happens when you stick to logic in day-to-day argument; you play by the rules, and your opponents get to tackle you. While it is important to know how to spot and answer a logical fallacy, if you limit yourself to simply pointing them out, your opponents will clobber you. Rhetoric allows logical fallacies, unless they distract a debate or turn it into a fight.

Related Characters: Jay Heinrichs (speaker)
Page Number: 165
Explanation and Analysis:

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Chapter 16 Quotes

Here’s a secret that applies to all kinds of rhetorical defense: look for the disconnects.

Related Characters: Jay Heinrichs (speaker)
Page Number: 183
Explanation and Analysis:

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The old expression “There’s virtue in moderation” comes straight from Aristotle. Virtue is a state of character, concerned with choice, lying in a mean. When moderates face scorn from the faithful of both parties, what does that make our country? You can do your bit for democracy, and your own sanity, with this prefab reply:
I know reasonable people who hold that opinion. So who’s the extremist?

Related Characters: Jay Heinrichs (speaker), Aristotle
Page Number: 190
Explanation and Analysis:

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Chapter 18 Quotes

But here’s a secret to make a cliché practically reinvent itself: take it literally.

OPPONENT: Let's not put the cart before the horse.
YOU: No. We might try something faster.

Related Characters: Jay Heinrichs (speaker)
Page Number: 207
Explanation and Analysis:

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Chapter 19 Quotes

America’s forty-third president, George W. Bush, deserves a special place in the rhetorical pantheon owing to his particular talent for code grooming. The candidates who followed him have been more articulate than Bush, but they still have a lot to learn from the man. Pundits loved to talk about his Christian code, but religion formed only a part of his grooming lingo. He also had his male code, his female code, and his military code.

Related Characters: Jay Heinrichs (speaker), George W. Bush
Page Number: 222
Explanation and Analysis:

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Chapter 20 Quotes

“Love” and “support” are superb code words that test well among women voters, sexist as that may sound; it's a bit risky to use it on the man’s wife, though, especially if she earns the steady income. But by evoking her mother, he creates a forgiving environment that brings the couple closer together in love, harmony, and shameless manipulation.

Related Characters: Jay Heinrichs (speaker)
Page Number: 232
Explanation and Analysis:

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Chapter 22 Quotes

I found a little plastic volcano and mailed it with a nice note thanking the governor for letting us borrow it. Some days later, I received a photograph signed by the governor. It showed her smilingly holding up the volcano along with a copy of the offending magazine. We published the picture with our correction in the next issue. My boss was so happy with the result that when the volcano exploded some months later he sent me out to do a cover story.

Related Characters: Jay Heinrichs (speaker)
Page Number: 250
Explanation and Analysis:

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The problem with an apology is that it belittles you without enlarging your audience. Belittling yourself fails to un-belittle the victim. That’s why apologies often don’t work. They rarely seem sincere enough or extreme enough.

Related Characters: Jay Heinrichs (speaker)
Page Number: 252
Explanation and Analysis:

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Chapter 25 Quotes

Cicero says I should be prepared to argue both sides of the case, starting with my opponent’s pitch. This means spending some time imagining what he will say. I’m guessing he will talk about values a lot—the rights and freedoms that a noise ordinance will trample upon.

Related Characters: Jay Heinrichs (speaker), Marcus Tullius Cicero
Page Number: 282
Explanation and Analysis:

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Chapter 26 Quotes

[Obama] tells the story of parents—a goatherd who went on to study in America, a woman born “on the other side of the world, in Kenya” and ends with a moral that links his character with the American way: “l stand here knowing that my story is a part of the larger American story,” he says. “This is the true genius of America, a faith in the simple dreams of its people.”

Related Characters: Jay Heinrichs (speaker), Barack Obama (speaker)
Page Number: 294
Explanation and Analysis:

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Chapter 27 Quotes

First, though, think how you want to present that memo. Should it be printed and bound with a clear plastic binder? Or emailed as an attachment? If the boss is no reader, would he let you give a PowerPoint presentation? Or email one to him? That’s kairos again—timing plus medium.

Related Characters: Jay Heinrichs (speaker)
Page Number: 308
Explanation and Analysis:

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There are plenty more answers where that came from, and maybe some alternatives would test better with focus groups. But any concession that changes the tense from the past (accusation) and present (tribalism) to the future (the advantageous) will win the attention of your audience.

Related Characters: Jay Heinrichs (speaker)
Page Number: 316
Explanation and Analysis:

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Chapter 28 Quotes

The founders weren’t starry-eyed about their republic. [They] believed that the symptoms could be ameliorated by the combination of checks and balances and the “cool, candid” arbitration of the liberally educated professional class.

Related Characters: Jay Heinrichs (speaker)
Page Number: 323
Explanation and Analysis:

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It is no coincidence that red and blue America split apart just when moral issues began to dominate campaigns—not because one side has morals and the other lacks them, but because values cannot be the sole subject of deliberative argument. Of course, demonstrative language—code grooming and values talk—works to bring an audience together and make it identify with you and your point of view. But eventually a deliberative argument has to get—well, deliberative.

Related Characters: Jay Heinrichs (speaker)
Page Number: 325
Explanation and Analysis:

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Jay Heinrichs Character Timeline in Thank You for Arguing

The timeline below shows where the character Jay Heinrichs appears in Thank You for Arguing. The colored dots and icons indicate which themes are associated with that appearance.
Chapter 1: Open Your Eyes: The Invisible Argument
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Early in the morning, Jay Heinrichs sits in his kitchen, watching as his teenaged son George Heinrichs eats breakfast. Noticing the... (full context)
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...the art of argument, is a vital tool for any parent with a moody child, Heinrichs says. Like it or not, arguing is a part of life: when people look at... (full context)
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...in the 19th century, and nowadays it’s rarely considered a central part of an education. Heinrichs wrote this book to persuade people that rhetoric is an important part of life, and... (full context)
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To study the importance of persuasion, Heinrichs decided to conduct an experiment: for one whole day, he tried to avoid arguments. He... (full context)
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Heinrichs sits at the breakfast table, writing in his notebook. After he quit his job, his... (full context)
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Seduction, Heinrichs continues, is the cornerstone of many a successful argument. Through seduction, a skilled rhetorician can... (full context)
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Meanwhile, Heinrichs’ attempts to avoid argument fail. He doesn’t want to cook dinner for George, so he... (full context)
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Heinrichs’ day has ended up being highly “rhetorical.” Later, he finishes working and puts on a... (full context)
Chapter 2: Set Your Goals: Cicero’s Lightbulb
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...“healthy marriages” argued as much as those with “unhealthy marriages,” but in more productive ways. Heinrichs believes that the couples who stayed married were able to work out their differences with... (full context)
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Imagine, Heinrichs says, that a police officer pulls you over for going fifty-five in a fifty zone.... (full context)
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...argument. It might seem a little wimpy to concede an opponent’s points so readily, but, Heinrichs argues, “wimps like us shall inherit the rhetorical earth.” (full context)
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Imagine, Heinrichs says, that you’re interested in becoming romantically involved with someone. If the other person is... (full context)
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...to do so is to engineer the choices available to the audience. For example, when Heinrichs visited his daughter, Dorothy Jr., in London, she wanted to dine at her favorite restaurant,... (full context)
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...the audience that acting the way you want them to is easy. Years ago, while Heinrichs worked in publishing, his firm published a book called The South Beach Diet: The Delicious,... (full context)
Chapter 3: Control the Tense: Orphan Annie’s Law
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...Aristotle, there are three kinds of arguments: 1) blame, 2) values, and 3) choice. Imagine, Heinrichs says, a woman trying to convince her husband to turn his music down. She begins... (full context)
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Heinrichs returns to the couple arguing about the husband’s music. This time, instead of arguing about... (full context)
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When arguing in the future tense, Heinrichs says, it’s important to remember Little Orphan Annie, who sings, “the sun will come out... (full context)
Chapter 4: Soften Them Up: Character, Logic, Emotion
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When George Heinrichs was a little boy, he wanted to wear shorts in the middle of winter. Heinrichs... (full context)
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When Heinrichs tried to convince George to wear pants, George instinctively used logos, ethos, and pathos to... (full context)
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...points but still controlling the argument. By agreeing, rhetoricians keep the argument pleasant. For example, Heinrichs had a boss who was great at agreeing with Heinrich’s points and yet refusing to... (full context)
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...In a way, rhetoricians make emotional concessions, steering the debate in a new direction. Once, Heinrichs came home from work, angry with his boss for ignoring an award his magazine had... (full context)
Chapter 5: Get Them to Like You: Eminem’s Rules of Decorum
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In this chapter, Heinrichs will discuss the importance of concession for ethos, the appeal to authority. The Latin term... (full context)
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...themselves, “What do these people expect of me?” This can be a tricky question. Once, Heinrichs and his brother John were in Washington, D.C., together. John bought a rose and gave... (full context)
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...to dress slightly above one’s rank—but not too far above it. One useful tip that Heinrichs uses is to scope out the people in his intended audience who have the fanciest... (full context)
Chapter 6: Make Them Listen: The Lincoln Gambit
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Heinrichs begins with virtue, the first of the three qualities of ethos. In rhetorical terms, being... (full context)
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...tricky—sometimes, one must persuade two distinct audiences, each with its own values, at once. When Heinrichs published a college alumni magazine, he never received a raise, even though the magazine was... (full context)
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...choose something when, in fact, you have no choice. For example, Dorothy Jr. once told Heinrichs that she’d chosen not to go to a party because there’d be alcohol, knowing full-well... (full context)
Chapter 7: Use Your Craft: The Belushi Paradigm
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Altogether, projecting real-world experience, bending the rules, and appearing moderate can be important persuasive tactics. Heinrichs and his wife have made an effort to not treat their two children equally. In... (full context)
Chapter 8: Show You Care: Quintilian’s Useful Doubt
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...spontaneous and sincere. These tricks might seem manipulative, and in a way they are. But, Heinrichs concludes, ‘rhetorical caring” is “like real caring only better.” (full context)
Chapter 9: Control the Mood: The Aquinas Maneuver
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Years ago, Heinrichs was at a bank with his three-year-old daughter, when his daughter threw a temper tantrum.... (full context)
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...desire in rhetoric. Advertisements regularly use sex appeal to make their products seem more attractive. Heinrichs’ wife Dorothy enjoys a BBC mystery show that combines gardening with crime, and refers to... (full context)
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...is one of the most basic forms of persuasion. One of the businesses for which Heinrichs works as a consultant sells workout programs. The company uses the “appeal to desire” strategy... (full context)
Chapter 10: Turn the Volume Down: The Scientist’s Lie
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...words, apologize for doing something wrong and exaggerate the audience’s own anger. Years ago, when Heinrichs was working for a magazine, he accidentally wrote a story in which he placed Mount... (full context)
Chapter 11: Gain the High Ground: Aristotle’s Favorite Topic
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...logos: the audience has made up its mind and won’t rethink the issue. For example, Heinrichs’ sister in law, Annie, tried to persuade a friend, Kathy, to vote Democratic—but Kathy refused,... (full context)
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...get a shot at a future to persuade people to support a specific educational agenda. Heinrichs argues that Republicans have proven to be better at manipulating commonplaces than Democrats. (full context)
Chapter 12: Persuade on Your Terms: What “Is” Is
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Heinrichs can no longer beat his son George in arm wrestling. However, Heinrichs could beat George... (full context)
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So far, Heinrichs has been talking about defining specific terms. Now, it’s time to talk about defining an... (full context)
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...might be forced to concede that, under some circumstances, abortion is acceptable. But of course, Heinrichs concludes, many pro-life advocates “stick to their guns. And remain unpersuasive.” (full context)
Chapter 13: Control the Argument: Homer Simpson’s Canons of Logic
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So far, Heinrichs has been talking about how to get the audience to think of the speaker in... (full context)
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To understand rhetorical logic, Heinrichs looks at the syllogism, a logical technique that’s more or less useless in daily conversation.... (full context)
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...and its proof. A persuader’s conclusion doesn’t always follow from their proof and premises. Once, Heinrichs had an exchange with someone who followed his blog about teaching intelligent design in schools.... (full context)
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Heinrichs returns to Annie, who was trying to convince Kathy to consider voting Democratic (Kathy insisted... (full context)
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...him about another friend who died at the opera (story). All three approaches could work. Heinrichs concludes by encouraging readers to scope out their significant others’ commonplaces, and try to persuade... (full context)
Chapter 14: Spot Fallacies: The Seven Deadly Logical Sins
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...to tell that this statement is a fallacy—nobody would fall for it. In this chapter, Heinrichs will discuss seven of the most common logical fallacies, the “seven logical sins.” (full context)
Chapter 15: Call a Foul: Nixon’s Trick
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When Heinrichs was in junior high, he and his friends would banter and try to gross each... (full context)
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...for everyone when people stick to a few basic rules and don’t argue the inarguable. Heinrichs will discuss what constitutes “the inarguable” in this chapter. (full context)
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...sticking to the “right way” and the “wrong way” instead of having a productive conversation. Heinrichs often argued with his wife about her fondness for serving canned peaches at Christmas, even... (full context)
Chapter 16: Know Whom to Trust: Persuasion Detectors
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When Heinrichs was a child, his mother bought his father a pool table for Father’s Day. Heinrichs’... (full context)
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In the ethos of rhetoric, one must begin with what the audience needs. When Heinrichs’ mother bought the pool table from the salesman, for example, the salesman made her feel... (full context)
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Let’s imagine Heinrichs’ mother talking to the salesman again. The salesman asks to show her “something,” but instead... (full context)
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...about the accuser than about them. Whenever someone accuses another person of being an extremist, Heinrichs recommends a “prefab reply”—“I know reasonable people who hold that opinion. So who’s the extremist?” (full context)
Chapter 17: Find the Sweet Spot: More Persuasion Detectors
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In the last chapter, Heinrichs talked about Aristotle’s definition of virtue: a state of character, concerned with choice, lying in... (full context)
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To name one example of practical wisdom in love, Heinrichs recalls suggesting, almost in passing, that Dorothy should quit her job. Even though Dorothy earned... (full context)
Chapter 18: Get Instant Cleverness: Monty Python’s Treasury of Wit
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...the drinking classes.” One of the most elegant ways to switch words is chiasmus, which Heinrichs discussed in an earlier chapter. In a debate, one might say, “It’s not a question... (full context)
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...“What kind of party suits Bob’s birthday? The kind where he wears his birthday suit.” Heinrichs admits that this isn’t the snappiest pun, or chiasmus, but adds, “Think you can do... (full context)
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Now that Heinrichs has talked about legitimate figures and schemes, he’ll talk about breaking the rules. There’s a... (full context)
Chapter 19: Speak Your Audience’s Language: The Rhetorical Ape
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Heinrichs has already talked about ethos, the argument by character. Now, it’s time to talk about... (full context)
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Heinrichs isn’t saying that people should speak like George W. Bush—indeed, Bush himself probably wasn’t trying... (full context)
Chapter 20: Make Them Identify with Your Choice
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In this chapter, Heinrichs will talk about the identity strategy—building a connection with an audience. When an audience identifies... (full context)
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...someone says something ironic, other people in the tribe will get the irony; outsiders won’t. Heinrichs remembers seeing the movie Adaptation with his daughter—in one scene, a character says something so... (full context)
Chapter 21: Lead Your Tribe: Mandela’s Halo
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In this chapter, Heinrichs will discuss how rhetoricians use the identity strategy to encourage an audience to agree with... (full context)
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Before Heinrichs move forward, he reviews the meaning of ethos. Consider three people: a heart surgeon, Mother... (full context)
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During his time as a consultant, Heinrichs developed a strategy for creating a halo—a “powerful image tied to the audience’s best sense... (full context)
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Once, Heinrichs consulted for the military vaccination program, MILVAX. His job was to develop a campaign that... (full context)
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...the Plumber” and “welfare mothers” are halos, designed to convey a specific political point. In Heinrichs’ own life, he once tried to convince his son George to ski instead of playing... (full context)
Chapter 22: Avoid Apologizing: Apple’s Fall
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In this chapter, Heinrichs will discuss how people should act when they’re in the wrong, and argue that there... (full context)
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Years ago, Heinrichs made a mistake: he accidentally put Mount St. Helens in the wrong state in a... (full context)
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As Heinrichs’ behavior with to the governor shows, there are a few steps to apologizing: 1) Set... (full context)
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Another important aspect of apologizing is adaptation. Once, Heinrichs gave a presentation for which the videos weren’t playing properly, so he got people in... (full context)
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...their audience—i.e., failing to make the audience feel any less angry. In the case of Heinrichs’ “apology” to his boss, Heinrichs wasn’t truly apologizing at all—he was emphasizing his own high... (full context)
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...officials in sports back on the field.” Although Goodell was widely criticized for not apologizing, Heinrichs argues that he did his job well by focusing on the goal—keeping his job and... (full context)
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Heinrichs recalls Dorothy Jr. as a young girl. Dorothy Jr. refused to apologize when she did... (full context)
Chapter 23: Seize the Occasion: Stalin’s Timing Secret
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Years ago, Heinrichs’ mother played a prank on his father. She convinced him to go to a party... (full context)
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“When an audience’s mood or beliefs are on the move,” Heinrichs argues, “you have a persuasive moment.” There are occasional moments of uncertainty or doubt during... (full context)
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...logos (i.e., the mood of the room, not the structure of the arguments). Imagine that Heinrichs wants an iPad. Instead of broaching the subject while his wife is doing the bills,... (full context)
Chapter 24: Use the Right Medium: The JumboTron Blunder
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...never a good idea to propose to a woman at a baseball game via JumboTron, Heinrichs says. If your lover is unsure, you could become embarrassed in front of tens of... (full context)
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...are pathetic, as well. (One could argue that reading text counts as using sight, but Heinrichs replies that reading is actually more focused on sound, since readers “receive voices, not mere... (full context)
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Now Heinrichs will talk about different media and how they favor different senses and different kinds of... (full context)
Chapter 25: Give a Persuasive Talk: The Oldest Invention
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So far, Heinrichs has been talking about the basics of offense and defense. Now it’s time to talk... (full context)
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Imagine that Heinrichs is trying to propose a noise ordinance in order to ban leaf-blowers from town. The... (full context)
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Another important aspect of invention is imagining what one’s opponents will say. Heinrichs guesses that his opponents will stress the importance of freedom and rights (i.e., the right... (full context)
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In Heinrichs’ case, he has an ethos problem: he wasn’t born in New England, meaning that many... (full context)
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Heinrichs plans to argue that noise interferes with his town’s “quiet, rural character.” He’ll anticipate his... (full context)
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...also important to be clear and concise, so that the audience can understand his argument. Heinrichs will also aim for vividness, or enargeia in Greek: he’ll use vivid examples, and try... (full context)
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...memorizing the different spaces in this fictional dwelling, they learned to memorize their speeches, too. Heinrichs probably won’t use any complex memorization techniques for a fifteen-minute speech, but memory houses were... (full context)
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...long speeches), and flexibility (the ability to change one’s tone of voice for different occasions). Heinrichs will use a softer tone at the beginning of his speech, and slow down when... (full context)
Chapter 26: Capture Your Audience: The Obama Identity
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...him a “political rock star”—just four years later, he was elected president. In this chapter, Heinrichs will discuss the structure of Obama’s speech, and why it’s a masterpiece of rhetoric. (full context)
Chapter 27: Use the Right Tools: The Brad Pitt Factor
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In this chapter, Heinrichs will discuss a few situations in order to illustrate how to choose the right rhetorical... (full context)
Chapter 28: Run an Agreeable Country: Rhetoric’s Revival
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Years ago, Heinrichs visited the Italian Riviera and ate dinner with two locals, Gianni and Carlo. Gianni went... (full context)
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Heinrichs likes to relate everything back to the history of rhetoric—a habit which his family finds... (full context)
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...cure for polarization and tribalism must be deliberative rhetoric, bringing extremes into a “moderate orbit.” Heinrichs argues that America must revive rhetoric and teach its citizens to think in terms of... (full context)
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Heinrichs encourages his readers to “foster the great rhetorical revival.” When talking politics, they should use... (full context)