| Acknowledgments | |
| Introduction: Aristotle's Rhetoric and the Professionalization of Virtue | 3 |
| I | Aristotle's Rhetoric: Between Craft and Practical Wisdom | 18 |
| Aristotle's Project: A Civic, Practical Art of Rhetoric | 18 |
| Guiding vs. Given Ends | 22 |
| From Internal/External Ends to Energeia/Kinesis | 34 |
| Rhetoric and Phronesis | 41 |
| Civic vs. Professional Arts | 45 |
| II | The Kinds of Rhetoric | 52 |
| The Plurality of Practical Discourse and the Diversity of Goods | 53 |
| Plurality, Function, and the Three Kinds of Rhetoric | 59 |
| Plurality, Diversity, and Incommensurability | 66 |
| From Guiding Ends to Species | 73 |
| III | Rhetorical Topics and Practical Reason | 76 |
| Topics and the Marriage of Politics and Dialectic | 77 |
| Deliberative Rhetoric: Rhetoric I.4-8 | 83 |
| Epideictic Rhetoric: Rhetoric I.9 | 93 |
| Forensic Rhetoric: Rhetoric I.10-15 | 96 |
| Topics and Practical Reason | 100 |
| IV | Deliberative Rationality and the Emotions | 104 |
| Corrupting and Enabling Emotions | 104 |
| The Place of the Emotions in Rhetorical Argument | 109 |
| Love and Anger, Eunoia and Thymos | 112 |
| Aristotle's Definition of Emotion: How Emotions Modify Judgment | 115 |
| Pleasure, Pain, and Good Practical Decisions | 122 |
| The Political Function of Emotion | 128 |
| The Emotions, Good Action, and the Good Life | 135 |
| V | Why Reasoning Persuades | 139 |
| Arguing and Persuading | 142 |
| Arguing and Persuading: Ethos and Trust | 149 |
| Logical Forma and Rhetorical Forms | 154 |
| How Examples Persuade | 156 |
| How Enthymemes Persuade | 162 |
| Rhetorical Persuasion and Practical Reason | 169 |
| VI | Making Discourse Ethical: Can I Be Too Rational? | 172 |
| The Problem and the Evidence | 173 |
| Character and Rhetorical Invention | 177 |
| Why Rhetoric Needs Ethos | 182 |
| Ethos and Trust: Speaker and Audience | 188 |
| Artful Ethos and Real Ethos | 193 |
| How Maxims Make Discourse Ethical | 197 |
| Rhetoric, Cleverness, and Phronesis | 202 |
| VII | How to Tell the Rhetorician from the Sophist, and Which One to Bet On | 206 |
| Energeia and Praxis | 206 |
| The Internal Ends of Art and Virtue | 209 |
| The Art and Virtue of Truth-telling | 213 |
| The Moral Point of View and the Rhetorical Point of View | 221 |
| The Moral Ambiguity of Rhetoric, and the Moral Ambiguity of Morality | 226 |
| VIII | Aristotle's Rhetoric and the History of Prudence | 232 |
| Notes | 249 |
| Bibliography | 297 |
| Index to Passages from Aristotle | 313 |
| General Index | 320 |
Format: Hardcover, 325 pages
