TY  - BOOK
AU  - Heinrichs, Jay
TI  - Thank you for arguing : what Aristotle, Eminem and Homer Simpson can teach us about the art of persuasion 
SN  - 978-1846140419
U1  - 303.342 HEI 
PY  - 2008///
CY  - London
PB  - Penguin Books
KW  - Persuasion (Rhetoric)
KW  - Debates and debating
N1  - GBP 6.99/-; Open your eyes : the invisible argument --
Set your goals : Cicero̕s lightbulb --
Control the tense : orphan Annie̕s law --
Soften them up : character, logic, emotion --
Get them to like you : Eminem̕s rules of decorum --
Make them listen : the Lincoln gambit --
Show leadership : the Belushi paradigm --
Win their trust : Quintilian̕s useful doubt --
Control the mood : the Aquinas maneuver --
Turn the volume down : the scientist̕s lie --
Gain the high ground : Aristotle̕s favorite topic --
Persuade on your terms : what ʺisʺ is --
Control the argument : Homer Simpson̕s canons of logic --
Spot fallacies : the seven deadly logical sins --
Call of foul : Nixon̕s trick --
Know whom to trust : persuasion detectors --
Find the sweet spot : more persuasion detectors --
Speak your audience̕s language : the rhetorical ape --
Make them identify with your choice : the mother in law ruse --
Get instant cleverness : Monty Python̕s treasury of wit --
Seize the occasion : Stalin̕s timing secret --
Use the right medium : the jumbotron blunder --
Give a persuasive talk : the oldest invention --
Use the right tools : the Brad Pitt factor --
Run an agreeable country : rhetoric̕s revival --
N2  - Thank You for Arguing is your master class in the art of persuasion, taught by professors ranging from Bart Simpson to Winston Churchill. The time-tested secrets the book discloses include Cicero's three-step strategy for moving an audience to action--as well as Honest Abe's Shameless Trick of lowering an audience's expectations by pretending to be unpolished. But it's also replete with contemporary techniques such
ER  -