Every complete argument consists of three parts: introduction, discussion, and conclusion. Each of these divisions has definite and specific duties to perform. The work of the introduction is threefold: (1) to conciliate the audience; (2) to explain the subject; and (3) to outline the discussion. As the conciliation of the audience is accomplished by an appeal to the emotions rather than to the reason, it is properly classified under persuasion. Explaining the proposition and outlining the discussion are of an expository nature and will be discussed under the head of conviction.

As has been stated in a previous chapter, the amount of persuasion to be used in any piece of argumentative work depends entirely upon the attending circumstances. The subject, audience, author, occasion, and purpose of the effort must be taken into consideration. But whether the amount used be great or small, practically every argument should begin with conciliation. The conciliation of the audience—the word audience is used throughout this book to designate both hearers and readers—consists of gaining the good will of those to be convinced, of arousing their interest, and of rendering them open to conviction. No argument can be expected to attain any considerable degree of success so long as anything about its author, or anything in the subject itself, is peculiarly disagreeable to the people it is designed to affect. If the ill will remains too great, it is not likely that the argument will ever reach those for whom it is intended, much less produce the desired result. In addressing Southern sympathizers at Liverpool, during the Civil War, Beecher had to fight even for a hearing. The speech of an unpopular Senator frequently empties the Senate chamber. Men of one political belief often refuse to read the publications of the opposite party. Obviously, the first duty of the introduction is to gain the approval of the audience. In the next place, interest must be aroused. Active dislike is less frequently encountered than indifference. How many times sermons, lectures, books have failed in their object just because no one took any interest in them! There was no opposition, no hostility; every one wished the cause well; and yet the effort failed to meet with any attention or response. The argument did not arouse interest—and interest is a prime cause of attention and of action. In the third place, the conciliatory part of the introduction should induce the audience to assume an unbiased, judicial attitude, ready to decide the question according to the strength of the proof. This result is not always easy of attainment. Longstanding beliefs, prejudice, stubbornness must be overcome, and a desire for the truth substituted for everything else. All this is frequently difficult, but unless an arguer can gain the good will of the people addressed, arouse their interest, and render them willing to be convinced, no amount of reasoning is likely to produce much effect.

Now the question arises, How is it possible to conciliate the audience? To this query there is no answer that will positively guarantee success. The arguer must always study his audience and suit his discourse to the occasion. What means success in one instance may bring failure in another. The secret of the whole matter is adaptability. Humor, gravity, pathos, even defiance may at times be used to advantage. It is not always possible, however, for the orator or writer to know beforehand just the kind of people he is to address. In this case it is usually best for him to follow out a few well established principles that most arguers have found to be of benefit.

MODESTY. Modesty in word and action is indispensable to one who would gain the friendship of his audience. Anything that savors of egotism at once creates a feeling of enmity. No one can endure another's consciousness of superiority even though the superiority be real. An appearance of haughtiness, self-esteem, condescension, intolerance of inferiors, or a desire for personal glory will at once raise barriers of dislike. On the other hand, modesty should never be carried so far as to become affectation; that attitude is equally despicable. Personal unobtrusiveness should exist without being conspicuous. The arguer should always take the attitude that the cause he is upholding is greater than its advocate.

In the following quotations, compare the overbearing arrogance of
Burke's introduction with the simple modesty of Proctor's:—

Mr. Speaker, I rise under some embarrassment occasioned by a feeling of delicacy toward one-half of the house, and of sovereign contempt for the other half. [Footnote: Edmund Burke, House of Commons, March 22, 1775.]

Mr. President, more importance seems to be attached by others to my recent visit to Cuba than I had given it, and it has been suggested that I make a public statement of what I saw and how the situation impressed me. This I do on account of the public interest in all that concerns Cuba, and to correct some inaccuracies that have, not unnaturally, appeared in reported interviews with me. [Footnote: Redfield Proctor, United States Senate, March 17, 1898.]

FAIRNESS. Few things will assist an arguer more in securing a respectful hearing from those who do not agree with him, but whom he would convince, than the quality of fairness. The arguer should take the position of one seeking the truth regardless of what it may be. If he wishes others to look at the question from his standpoint, he will have to show that he is willing to consider the question from their point of view. Everything' in the shape of prejudice, everything which would tend to indicate that he had formed conclusions prior to his investigation, he must carefully avoid.

In this connection consider the following:—

I very much regret that it should have been thought necessary to suggest to you that I am brought here to "hurry you against the law and beyond the evidence." I hope I have too much regard for justice, and too much respect for my own character, to attempt either; and were I to make such attempt, I am sure that in this court nothing can be carried against the law, and that gentlemen, intelligent and just as you are, are not, by any power, to be hurried beyond the evidence. Though I could well have wished to shun this occasion, I have not felt at liberty to withhold my professional assistance, when it is supposed that I may be in some degree useful in investigating and discovering the truth respecting this most extraordinary murder. It has seemed to be a duty incumbent on me, as on every other citizen, to do my best and my utmost to bring to light the perpetrators of this crime. Against the prisoner at the bar, as an individual, I cannot have the slightest prejudice. I would not do him the smallest injury or injustice. But I do not affect to be indifferent to the discovery and the punishment of this deep guilt. I cheerfully share in the opprobrium, how great so ever it may be, which is cast on those who feel and manifest an anxious concern that all who had a part in planning, or a hand in executing, this deed of midnight assassination, may be brought to answer for their enormous crime at the bar of public justice. [Footnote: Works of Daniel Webster, Vol. VI, p. 51. Little, Brown & Co., Boston, 1857.]

SINCERITY. Another quality of paramount importance to the arguer is sincerity. This he must really possess if he is to be eminently successful. To feign it is almost impossible; some word or expression, some gesture or inflection of the voice, the very attitude of the insincere arguer will betray his real feelings. If he tries to arouse an emotion that he himself does not feel, his affectation will be apparent and his effort a failure. There are few things that an audience resents more than being tricked into an expression of feeling. If they even mistrust that a speaker is trying to deceive them, that he is arguing merely for personal gain or reputation and has no other interest in the case, no desire to establish the truth, they will not only withhold their confidence, but will also become prejudiced against him. It is usually inviting disaster to champion a cause in which one is not interested heart and soul. Of course in class room work the student cannot always avoid taking a false position, and the training he receives thereby is excellent, but he cannot make his persuasion of the highest type of effectiveness unless he honestly and sincerely believes what he says, and feels the emotions he would arouse.

AN APPEAL TO SOME EMOTION. One of the strongest forms of conciliation is the direct appeal to a dominant emotion. If an arguer can find some common ground on which to meet his audience, some emotion by which they may be moved, he can usually obtain a personal hold that will overcome hostility and lack of interest. In deciding what emotion to arouse, he must make as careful and thorough a study of his audience as he can. In general, the use of conviction need vary but little to produce the same results on different men; processes of pure reasoning are essentially the same the world around. But with persuasion the case is different; emotions are varied, and in each separate instance the arguer must carefully consider the ruling passions and ideals of his audience. The hopes and aspirations of a gang of ignorant miners would differ widely from the desires of an assembly of college students, or of a coterie of metropolitan capitalists. Education, wealth, social standing, politics, religion, race, nationality, every motive that is likely to have weight with the audience should be taken into consideration. Remembering that he has to choose between such diverse emotions as ambition, fear, hatred, love, patriotism, sense of duty, honor, justice, self-interest, pleasure, and revenge, the arguer must make his selection with the greatest care, and then drive home the appeal with all the force and eloquence at his command. The higher and nobler the emotion he can arouse, the greater and more permanent will be the result. If the audience is such that he can successfully arouse no higher feeling than that of self-interest or revenge, he will, of necessity, have to appeal to these motives; but whenever he can, he should appeal to the noblest sentiments of mankind.

A famous illustration of the effectiveness of this sort of conciliation is found in Wendell Phillips' oration entitled The Murder of Lovejoy. By appealing to their reverence for the past, he silenced the mob that had come to break up the meeting, and in the end he won over the house that had been packed against him.

We have met for the freest discussion of these resolutions, and the events which gave rise to them. I hope I shall be permitted to express my surprise at the sentiments of the last speaker, surprise not only at such sentiments from such a man, but at the applause they have received within these walls. A comparison has been drawn between the events of the Revolution and the tragedy at Alton. We have heard it asserted here, in Faneuil Hall, that Great Britain had a right to tax the colonies, and we have heard the mob at Alton, the drunken murderers of Lovejoy, compared to those patriot fathers who threw the tea overboard! Fellow citizens, is this Faneuil Hall doctrine?…. Sir, when I heard the gentleman lay down principles which place the murderers of Alton side by side with Otis and Hancock, with Quincy and Adams, I thought those pictured lips (pointing to the portraits in the Hall) would have broken into voice to rebuke the recreant American— the slanderer of the dead. The gentleman said that he should sink into insignificance if he dared to gainsay the principles of these resolutions. Sir, for the sentiments he has uttered, on soil consecrated by the prayers of Puritans and the blood of patriots, the earth should have yawned and swallowed him up. [Footnote: American Orations, Vol. II, page 102. G. P. Putnam's Sons.]

Specific directions for arousing the emotions are hard to give. The appeal must suit both the audience and the occasion, and until these are known, suggestions are not particularly helpful. When no better plan for conciliating an audience seems practicable, speakers and writers try to arouse interest in the discussion. There are several convenient methods for accomplishing this result.

1. IMPORTANCE OF THE SUBJECT. One of the commonest methods of arousing interest in an audience apathetic and indifferent is to impress upon them the importance and gravity of the question at issue. Matters thought to be trivial are apt to receive scant attention. This fact is so universally recognized that many writers and speakers attempt at the very outset to show that upon the correct solution of the problem at hand depend serious and far-reaching results. It is seldom enough merely to state that a subject is important; its seriousness should be made apparent. This method is very popular. Whenever one feels it necessary to open an argument with persuasion, but is at loss to know how to do so, he may well resort to this device. While it does not, perhaps, constitute the strongest possible appeal, yet it is eminently serviceable, since, if handled properly, it does arouse interest, and, moreover, it applies to many cases.

Several examples will show how this method is commonly used:—

Mr. President, the question now about to be discussed by this body is in my judgment the most important that has attracted the attention of Congress or the country since the formation of the Constitution. It affects every interest, great and small, from the slightest concern of the individual to the largest and most comprehensive interest of the nation. [Footnote: J. P. Jones, United States Senate, May 12, 1890.]

No city ever had such a problem in passenger transportation to solve, and no city of any pretensions has solved it much worse. London is not in the strict sense a town, but rather a "province of houses." The county of London, as everybody knows, is only a part of the Metropolis. The four millions and a half of residents enclosed by the legal ring-fence of the County are supplemented by two millions more who live in groups of suburbs included within the wide limits of "Greater London"; while even beyond that large tract of southeastern England, with its six millions and a half of inhabitants, are many towns and villages, populous and increasing, which are concerned with the question of Metropolitan locomotion. [Footnote: The Fortnightly Review, Jan. 1, 1902.]

2. TIMELINESS OF THE SUBJECT. To show that a subject is timely is another effective device for arousing interest. As most people wish to keep pace with the times and face the issues of the day, it is natural and forceful to introduce an argument by showing that the subject is being discussed elsewhere, or by showing how an event or sequence of events places the problem before the public. The arguer calls attention to the fact that the question does not belong to the past or to the distant future, but is of immediate interest and must be settled at once.

As the day of the Cuban Convention for the framing and adoption of a constitution approaches, the question of Cuban independence assumes greater, and still greater, proportions, and the eyes of the American people are beginning to turn anxiously toward the Pearl of the Antilles. By the time this article appears in print, delegates to the convention will have been elected, and interest in the convention itself will have become widespread. The task I have set before me is briefly to review the situation, and to discuss the probable results to be expected from a number of causes, remote as well as proximate.[Footnote: Charles Warren Currier. The Forum, October, 1900.]

The recent objection made in Germany that American prestige might suffer should there be diminution in our Berlin Embassy's social brilliancy has stirred Congress from apathy regarding American representatives abroad. Congressmen are coming to realize that brains, not money, ought to form the first passport to a candidate's favor, agreeable adjunct as the money may be. [Footnote: The Outlook, April 18, 1908, p. 844.]

3. APPEAL FOR ONE'S SELF. The safest method of stirring the emotions is to make an appeal in behalf of the subject, but occasionally a writer or speaker who is truly sincere, who is contending against unfortunate circumstances, and is not seeking personal aggrandizement, may arouse interest by making an appeal on his own behalf. He may present some personal reason why the audience should be interested and give him a respectful hearing; he calls attention not primarily to his subject, but to his connection with it, or to some circumstance in his own life. This method is hedged about with several pitfalls: it may expose one to the charge of egotism, of insincerity, or of false modesty; and it may draw the attention of the audience away from the matter in hand. To use this method successfully one should possess consummate tact and thorough knowledge of human nature.

The following opening of a speech by Abraham Lincoln at Columbus, Ohio, shows how he used this device to gain the sympathy of the audience:—

Fellow-citizens of the State of Ohio: I cannot fail to remember that I appear for the first time before an audience in this now great State,— an audience that is accustomed to hear such speakers as Corwin, and Chase, and Wade, and many other renowned men; and remembering this, I feel that it will be well for you, as for me, that you should not raise your expectations to that standard to which you would have been justified in raising them had one of these distinguished men appeared before you. You would perhaps be only preparing a disappointment for yourselves, and, as a consequence of your disappointment, mortification for me. I hope, therefore, that you will commence with very moderate expectations; and perhaps, if you will give me your attention, I shall be able to interest you in a moderate degree. [Footnote: Complete Works of Abraham Lincoln, Vol. I, p. 538. Nicolay & Hay. Century Company.]

These, then, are the suggestions offered for conciliating an audience: Be modest; be fair; be sincere; and appeal to some strong emotion. To make this appeal successfully, study your audience. In case of inability to arouse any stronger feeling, appeal to the interest of the people by showing that the subject is important, or timely, or both; or show that you have some personal claim upon the audience.

These directions are far from complete. Anything like an exhaustive treatment of this subject would in itself constitute a book. The advice offered here, however, should be of considerable value to one who has difficulty in getting a written argument or a debate successfully launched. The student should supplement this chapter with careful study of the work of proficient writers. If he will notice how they have gained success in this particular, and if he will imitate them, he is bound to improve his own compositions. The principal dangers to be avoided consist of going to extremes. The conciliatory part of the introduction should not be so meager that it will fail to accomplish its purpose, nor should it be so elaborate and artificial as to hamper the onward movement of the argument. The important thing is to gain the good will and the attention of the audience, and, other things being equal, the shorter the introduction the better. Further directions for the spoken argument may be found in the chapter entitled Debate.

EXERCISES

A. Criticise the following introductory passages for persuasiveness, pointing out specifically the methods of conciliation used, and any defects that may be found:—

1. The building of the Panama Canal is a topic of interest and importance to every American. Not only do we wish to see our country build the canal successfully, but we also desire to see built the best canal that the world has ever known. There is no doubt that the canal is necessary; the great loss of time and money, the annual sacrifice of ships and lives involved in the passage around the "Horn," not to mention the expense and congestion of the railroad freight systems across the continent, plainly show the need of quicker ship communication between the two oceans.

2. I stand here to raise the last voice that ever can be heard this side the judgment seat of God in behalf of the personal honor and judicial integrity of this respondent. I fully realize the responsibilities of my position, and I shall endeavor to meet them as best I can. I also realize as deeply as any other man can how important it is not only to my client but to every American man, woman, and child that justice shall be done and true deliverance made.

3. The opening of the racing season in New York, at the Aqueduct track on Long Island, gives a fresh opportunity for observation of the conditions under which horse-racing, and more especially gambling on horse races, is carried on. The announcement of the racing managers that certain "reforms" had been inaugurated in the control of the gambling makes the opportunity of especial interest.

4. I approach the discussion of this bill and the kindred bills and amendments pending in the two Houses with unaffected diffidence. No problem is submitted to us of equal importance and difficulty. Our action will affect the value of all the property of all the people of the United States, and the wages of labor of every kind, and our trade and commerce with all the world. In the consideration of such a question we should not be controlled by previous opinions or bound by local interests, but with the light of experience and full knowledge of all the complicated facts involved, give to the subject the best judgment which imperfect human nature allows.

5. Each generation has the power to shape its own destinies; and had Washington and his fellow patriots been governed by warnings against a departure from traditions, our present form of government would never have been established, the Constitution would have been rejected by the States, and untold evils would have resulted. Madison, when arguing for the adoption of the Constitution, met arguments very like to those now being made in favor of political isolation.

6. As a race they have withered from the land. Their arrows are broken and their springs are dried up; their cabins are in the dust. Their council fire has long since gone out on the shore, and their war cry is fast dying out to the untrodden West. Slowly and sadly they climb the mountains and read their doom in the setting sun. They are shrinking before the mighty tide which is pressing them away; they must soon hear the roar of the last wave, which will settle over them forever. Ages hence the inquisitive white man, as he stands by some growing city, will ponder on the structure of their disturbed remains and wonder to what manner of person they belonged. They will live only in the songs and chronicles of their exterminators. Let these be faithful to their rude virtues as men, and pay due tribute to their unhappy fate as a people.

7. (During the Civil War England largely favored the South. To counteract this feeling Henry Ward Beecher spoke in many of the principal cities in behalf of Northern interests. In Liverpool he met an audience that was extremely hostile. The following is the introduction to his speech.) For more than twenty-five years I have been made perfectly familiar with popular assemblies in all parts of my country except the extreme South. There has not been for the whole of that time a single day of my life when it would have been safe for me to go south of Mason and Dixon's line in my own country, and all for one reason: my solemn, earnest, persistent testimony against that which I consider to be the most atrocious thing under the sun—the system of American slavery in a great free republic. (Cheers.) I have passed through that early period when right of free speech was denied me. Again and again I have attempted to address audiences that, for no other crime than that of free speech, visited me with all manner of contumelious epithets; and now since I have been in England, although I have met with greater kindness and courtesy on the part of most than I deserved, yet, on the other hand, I perceive that the Southern influence prevails to some extent in England. (Applause and uproar.) It is my old acquaintance; I understand it perfectly-(laughter)-and I have always held it to be an unfailing truth that where a man had a cause that would bear examination he was perfectly willing to have it spoken about. (Applause.) And when in Manchester I saw those huge placards, "Who is Henry Ward Beecher?" (laughter, cries of "Quite right," and applause), and when in Liverpool I was told that there were those blood-red placards, purporting to say what Henry Ward Beecher has said, and calling upon Englishmen to suppress free speech, I tell you what I thought. I thought simply this, "I am glad of it." (Laughter.) Why? Because if they had felt perfectly secure, that you are the minions of the South and the slaves of slavery, they would have been perfectly still. (Applause and uproar.) And, therefore, when I saw so much nervous apprehension that, if I were permitted to speak —(hisses and applause)—when I found they were afraid to have me speak—(hisses, laughter, and "No, no!")—when I found that they considered my speaking damaging to their cause—(applause)—when I found that they appealed from facts and reasonings to mob law— (applause and uproar)—I said, no man need tell me what the heart and secret counsel of these men are. They tremble and are afraid. (Applause, laughter, hisses, "No, no!" and a voice, "New York mob.") Now, personally, it is of very little consequence to me whether I speak here to-night or not. (Laughter and cheers.) But one thing is very certain, if you do permit me to speak here tonight, you will hear very plain talking. (Applause and hisses.) You will not find a man— (interruption)—you will not find me to be a man that dared to speak about Great Britain three thousand miles off, and then is afraid to speak to Great Britain when he stands on her shores. (Immense applause and hisses.) And if I do not mistake the tone and temper of Englishmen, they had rather have a man who opposes them in a manly way—(applause from all parts of the hall)—than a sneak that agrees with them in an unmanly way. (Applause and "Bravo!") Now, if I can carry you with me by sound convictions, I shall be immensely glad (applause); but if I cannot carry you with me by facts and sound arguments, I do not wish you to go with me at all; and all that I ask is simply FAIR PLAY. (Applause, and a voice, "You shall have it, too.")

Those of you who are kind enough to wish to favor my speaking,—and you will observe that my voice is slightly husky from having spoken almost every night in succession for some time past,—those who wish to hear me will do me the kindness simply to sit still; and I and my friends the Secessionists will make all the noise. (Laughter.)

B. On the affirmative side of the following propositions, write conciliatory introductions, of about two hundred words each, suited to the audiences indicated:—

AN AUDIENCE OF COLLEGE STUDENTS.

1. All colleges should abolish hazing. 2. Fraternities tend to destroy college spirit. 3. A classical education is not worth while. 4. All colleges should abolish secret class societies. 5. Intercollegiate athletic contests are harmful to a college.

AN AUDIENCE OF WORKINGMEN.

6. Strikes are barren of profitable results. 7. Unions are detrimental to the laboring man. 8. The concentration of great wealth in the hands of a few men benefits industrial conditions.