Rhetoric (n.) is the faculty of observing, in any given case, the available means of persuasion.
Rhetoric (n.) is wholly concerned with appearances, so it must stoop to delivery, unworthy as that is.
Rhetoric (n.) has replaced civic speech: the older poets made their characters talk like citizens, ours make them talk like rhetoricians.
Rhetoric (n.) is learned on both sides of every question — not so we may argue for what is wrong, but so that no one can argue unfairly against us unanswered.
Rhetoric (n.) masquerades as political science, and its professors as political experts — from want of education, ostentation, or other human failings.
Rhetoric (n.) stops being rhetoric the better it handles its subject: the more correctly you argue from a science's own principles, the further you drift into that science.
Rhetoric (n.) puts in the third person what you cannot say yourself without seeming boastful, or about your opponent without seeming abusive — as Archilochus did in his satires.
Rhetoric (n.) uses 'everybody knows,' which works by shame: the hearer, embarrassed at his ignorance, agrees so as to share in the knowledge everyone else possesses.
Rhetoric (n.) is destroyed by being turned into a science: the more we make it a body of knowledge instead of a practical faculty, the more we lose its true nature.
Rhetoric (n.) from uneducated speakers charms crowds more than from educated ones: they argue from common knowledge and draw obvious conclusions, while the educated lay down broad principles.