The use of words by human agents to form attitudes or induce actionsin other human agents.
Kenneth BurkeThe most characteristic concern of rhetoric [is] the manipulation of men's beliefs for political ends....the basic function of rhetoric [is] the use of words by human agents to form attitudes or to induce actions in other human agents.
Kenneth BurkeYou persuade a man only insofar as you can talk his language by speech, gesture, tonality, order, image, attitude, idea, identifying your ways with his
Kenneth Burke