Institutio Oratoria
Quintilian
Quintilian. Institutio Oratoria, Volume 1-4. Butler, Harold Edgeworth, translator. Cambridge, Mass; London: Harvard University Press, William Heinemann Ltd., 1920-1922.
And even in the case of the living the judgment of mankind serves as a proof of their character, and the fairness or foulness of their fame proves the orator's praise or blame to be true.
Aristotle [*](Rhet. i. 9. ) however thinks that the place and subject of panegyrics or denunciations make a very considerable difference. For much depends on the character of the audience and the generally received opinion, if they are to believe that the virtues of which they approve are pre-eminently characteristic of the person praised and the vices which they hate of the person denounced. For there can be little doubt as to the attitude of the audience, if that attitude is already determined prior to the delivery of the speech.
It will be wise too for him to insert some words of praise for his audience, since this will secure their good will, and wherever it is possible this should be done in such a manner as to advance his case. Literature