Persuasion is clearly a sort of demonstration,
since we are most fully persuaded when we
consider a thing to have been demonstrated
Of the modes of persuasion furnished
by the spoken word there are three kinds. [...]
Persuasion is achieved by the speaker's personal character
when the speech is so spoken as to make us think him credible. [...]
Secondly, persuasion may come through the hearers,
when the speech stirs their emotions. [...]
Thirdly, persuasion is effected through the speech itself
when we have proved a truth or an apparent truth by means
of the persuasive arguments suitable to the case in question.