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By its very nature, the art of oratory involves character. Verbal persuasion entails the presentation of a persona by the speaker that affects an audience for good or ill. This book explores the role and extent of Cicero's use of ethos and demonstrates its persuasive effect. The book discusses the importance of ethos, not just in classical rhetorical theory but also in the social, political, and judicial milieu of ancient Rome, and then applies his insights to the oratory of Cicero. Ciceronian ethos was a complex blend of Roman tradition, Cicero's own personality, and selected features of Greek and Roman oratory. More than any other ancient literary genre, oratory dealt with constantly changing circumstances, with a wide variety of rhetorical challenges. An orator's success or failure, as well as the artistic quality of his orations, was largely the direct result of responses to these circumstances and challenges. Acutely aware of his audience and its cultural heritage and steeped in the rhetorical traditions of his predecessors, Cicero employed rhetorical ethos with uncanny success. The book analyzes individual speeches from four different periods of Cicero's career, tracing changes in the way Cicero depicted character, both his own and others', as a source of persuasion—changes intimately connected with the vicissitudes of Cicero's career and personal life. It shows that ethos played a major role in almost every Ciceronian speech, that Cicero's audiences were conditioned by common beliefs about character, and finally, that Cicero's rhetorical ethos became a major source for persuasion in his oratory.

Demosthenes' resolute and courageous defiance of Philip II of Macedonia earned for him a reputation as one of history's outstanding patriots. He also enjoyed a brilliant and lucrative career as a speechwriter, and is regarded as Greece's greatest orator, as proved by the rhetorical style of his surviving speeches. Yet he was a sickly child who suffered from several physical and speech impediments, had an interrupted education, and was swindled out of much of his family estate by unscrupulous guardians. His story is certainly one of triumph over adversity. Demosthenes has been lauded as Greece's greatest patriot and condemned as an opportunist who misjudged situations and contributed directly to the end of Greek freedom. This book aims to determine which of these two people he was: self-serving cynic or patriot—or both. The book discusses Demosthenes' troubled childhood and youth, the obstacles he faced in his public career, his successes and failures, and even his posthumous influence as a politician and orator. The book offers new insights into Demosthenes' motives and how he shaped his policy to achieve political power, set against the history of Greece and Macedonia. The book gives extensive quotations in translation from his speeches to sum up their main points and help to illustrate his rhetorical style, which the book also discusses.