Table of Contents
Preface xiii
Preface to the New Edition xv
Introduction
1 Open Your Eyes: The Invisible Argument 3
Offense
2 Set Your Goals: Cicero's Lightbulb 15
3 Control the Tense: Orphan Annie's Law 27
4 Soften Them Up: Character, Logic, Emotion 38
5 Get Them to Like You: Eminem's Rules of Decorum 47
6 Make Them Listen: The Lincoln Gambit 57
7 Use Your Craft: The Belushi Paradigm 69
8 Show You Care: Quintilian's Useful Doubt 76
9 Control the Mood: The Aquinas Maneuver 84
10 Turn the Volume Down: The Scientist's Lie 101
11 Gain the High Ground: Aristotle's Favorite Topic 110
12 Persuade on Your Terms: The Sister Frame 120
13 Control the Argument: Homer Simpson's Canons of Logic 135
Defense
14 Spot Fallacies: The Seven Deadly Logical Sins 151
15 Call a Foul: Nixon's Trick 170
16 Know Whom to Trust: Persuasion Detectors 189
17 Find the Sweet Spot: More Persuasion Detectors 199
18 Deal with a Bully: Socrates' Smile 207
Advanced Offense
19 Get Instant Cleverness: Monty Python's Treasury of Wit 217
20 Change Reality: Bag Full of Eyeballs 236
21 Speak Your Audience's Language: The Rhetorical Ape 250
22 Make Them Identify with Your Choice: The Mother-in-Law Ruse 259
23 Recover from a Screw-Up: Apple's Fall 268
24 Seize the Occasion: Stalin's Timing Secret 280
25 Use the Right Medium: The Jumbotron Blunder 291
Advanced Agreement
26 Give a Persuasive Talk: The Oldest Invention 303
27 Capture Your Audience: The Trump Period 319
28 Write a Persuasive Essay: The French Experiment 333
29 Use the Right Tools: The Brad Pitt Factor 348
30 Run an Agreeable Country: Rhetoric's Revival 361
Appendices
I Argument Lab 375
II The Tools 419
III Glossary 431
IV Chronology 437
V Further Reading 441
Acknowledgments 443
Index 445