Every complete argument consists of three parts: introduction,
discussion, and conclusion. Each of these divisions has definite and
specific duties to perform. The work of the introduction is threefold:
(1) to conciliate the audience; (2) to explain the subject; and (3) to
outline the discussion. As the conciliation of the audience is
accomplished by an appeal to the emotions rather than to the reason,
it is properly classified under persuasion. Explaining the proposition
and outlining the discussion are of an expository nature and will be
discussed under the head of conviction.

As has been stated in a previous chapter, the amount of persuasion to
be used in any piece of argumentative work depends entirely upon the
attending circumstances. The subject, audience, author, occasion, and
purpose of the effort must be taken into consideration. But whether
the amount used be great or small, practically every argument should
begin with conciliation. The conciliation of the _audience_--the
word audience is used throughout this book to designate both hearers
and readers--consists of gaining the good will of those to be
convinced, of arousing their interest, and of rendering them open to
conviction. No argument can be expected to attain any considerable
degree of success so long as anything about its author, or anything in
the subject itself, is peculiarly disagreeable to the people it is
designed to affect. If the ill will remains too great, it is not
likely that the argument will ever reach those for whom it is
intended, much less produce the desired result. In addressing Southern
sympathizers at Liverpool, during the Civil War, Beecher had to fight
even for a hearing. The speech of an unpopular Senator frequently
empties the Senate chamber. Men of one political belief often refuse