Jay Heinrichs is known across the world. He is a New York Times bestseller and his book, Thank You for Arguing, is published in 14 languages and has three editions. In this well-known book, he talks about the work of rhetoric. Rhetoric is the art to persuade. The book is divided into four parts. The first part is the offense, then the defense, advanced offense, and lastly advanced agreement. In the first section, he specifies that before you even think to argue you must first, set the goals for the audience. Do you want to change their mood, mind or their willingness to carry out what you want?(pg. 26). Once a goal is set, then there is a specific reason to support your claim. This section concentrates on ethos, one of Aristotles modes of persuasion. Ethos includes practical wisdom, disinterest, and decorum. The next section, defense, focuses on speech tense, whether it be inductive or deductive reasoning, and who
the audience can trust. Advanced Offense is making the relationship between the speaker and the audience. Better known as Pathos, another mode of persuasion. The last section labeled Advanced Agreement is giving the speech or reasoning to the audience but using proper tools mostly known as arrangement. This arrangement is referred to as, Ciceros Outline following the guidelines of order introduction, narration, division, proof, refutation, and conclusion (pg. 295-296). Heinrich refers to Aristotles Modes of Persuasion regularly. The modes include ethos, logos, and pathos. Heinrichs has his own interpretation of each of the modes. He refers to ethos as argument by character, employs the persuaders personality, reputation and ability to look trustworthy to the audience (pg. 40). An example of the proper uses of the modes of persuasion is the TED TALK and speech by Aaron Huey titled, Americans Native Prisoners of War.