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 midargument 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.