Institutio Oratoria

We on the other hand have to compose our speeches for others to judge, and have frequently to speak before an audience of men who, if not thoroughly ill-educated, are certainly ignorant of such arts as dialectic: and unless we attract them by the charm of our discourse or drag them by its force, and occasionally throw them off their balance by an appeal to their emotions, we shall be unable to vindicate the claims of truth and justice.