1. Quick Review of Key Ideas
Thank You For Arguing
Quick Review of Key Ideas

2. Introduction
“Rhetoric is the art of influence, friendship, and eloquence, of ready wit and irrefutable logic. And it harnesses the most powerful of social forces, argument.”
Everything is an argument!

3. Offense
This section focuses on how to manipulate the language of an argument to achieve your goal.
Key Chapters
This whole section is good, but if I had to name one key chapter … Chapter 4: Soften Them Up

4. Defense
This section focuses on how to recognize weaknesses in an argument and when it may be necessary to include fallacious reasoning.
Key Chapters
Chapter 14: Spot Fallacies

5. Advanced Offense
This section goes deeper into developing a strong argument by getting into some if the minutia of great persuasion.
It moves beyond the general strategies of Ethos, Logos, and Pathos, and gets into the detailed ways to achieve the goals behind those appeals.
Key Chapters
Chapter 18: Get Instant Cleverness
Chapter 23: Seize the Occasion
Chapter 24: Use the Right Medium

6. Advanced Agreement
Heinrich’s conclusion. This section focuses on providing further examples of persuasion at work, with the author’s opinion of rhetoric’s importance in daily discourse (as well as a heartwarming shout out to his children )
Key Chapters
Chapter 25: Give a Persuasive Talk
Chapter 27: Use the Right Tools

7. Example
Superbowl Ad
2014 Superbowl Ad: Seattle Seahawks vs. Denver Broncos

8. Synopsis Speaker: Duracell Intended Audience: Purpose (Goal):
Viewers of the 2014 Superbowl
Men who appreciate hard work
Women with children
Seattle Fans
Purpose (Goal):
To sell Duracell batteries

9. Analysis
Rhetorical Elements
Ethos
Logos
Pathos