Calming the Passions

The passive voice is something I've always feared. Whether it's on the SAT, or an essay for class, it is such a dreaded practice that I have been wearisome of using it. However, Jay Heinrichs presents the idea that the passive voice is actually a tool that can be used in rhetoric. He calls it a "rhetorical device to calm the passions" (page 91).  The passive voice is an excellent tool to "[disembody] the speaker and [remove] the actors" (page 91).  In other words, it works as a guilt remover. George Bush often used the passive voice to pass the blame onto... well no one. More importantly, he used it to take the blame away from himself: "Mistakes were made" (Bush). Mistakes were made? Seriously? Don't you mean I made mistakes?

Following the passive voice, Heinrichs explains the incredible power of humour. The author explains the many types of humour, and their characteristics. furthermore, he shows that humour can get an audience on your side. Using urbane humour, witty humour, facetious humour, or banter can be a strong persuasion tool, but it must also be used with care as it can turn an audience against you as easily as it can get them on your side.

Heinrichs also is an advocate of commonplaces in persuasion. This is spotting the the viewpoint "your audience holds in common" (page 100). In other words, a commonplace is often called a cliché, but a cliché has a "broader connotation" (page 100) so we tend to say commonplace more often.

Heinrichs also goes into a stance, which is "the position you take at the beginning of an argument" (page 120). And he then explains that if the stance comes down, one must rely on facts, definition, quality, and relevance.