to read the publications of the opposite party. Obviously, the first
duty of the introduction is to gain the approval of the audience. In
the next place, interest must be aroused. Active dislike is less
frequently encountered than indifference. How many times sermons,
lectures, books have failed in their object just because no one took
any interest in them! There was no opposition, no hostility; every one
wished the cause well; and yet the effort failed to meet with any
attention or response. The argument did not arouse interest--and
interest is a prime cause of attention and of action. In the third
place, the conciliatory part of the introduction should induce the
audience to assume an unbiased, judicial attitude, ready to decide the
question according to the strength of the proof. This result is not
always easy of attainment. Longstanding beliefs, prejudice,
stubbornness must be overcome, and a desire for the truth substituted
for everything else. All this is frequently difficult, but unless an
arguer can gain the good will of the people addressed, arouse their
interest, and render them willing to be convinced, no amount of
reasoning is likely to produce much effect.

Now the question arises, How is it possible to conciliate the
audience? To this query there is no answer that will positively
guarantee success. The arguer must always study his audience and suit
his discourse to the occasion. What means success in one instance may
bring failure in another. The secret of the whole matter is
adaptability. Humor, gravity, pathos, even defiance may at times be
used to advantage. It is not always possible, however, for the orator
or writer to know beforehand just the kind of people he is to address.
In this case it is usually best for him to follow out a few well
established principles that most arguers have found to be of benefit.