theories are logical and right, and ought to be accepted. But this
sort of argument is likely to leave the person addressed cold and
unmoved and unwilling to give up his former ideas and practices. A
purely intellectual discourse upon the evils resulting from a high
tariff would scarcely cause a life-long protectionist to change his
politics. If, however, some emotion such as duty, public spirit, or
patriotism were aroused, the desired action might result. Again it
frequently happens that before the arguer can make any appeal to the
logical faculties of those he wishes to influence, he will first have
to use persuasion in order to gain their attention and to arouse their
interest either in himself or in his subject. On the other hand,
persuasion alone is undoubtedly of even less value than conviction
alone. A purely persuasive argument can never be trusted to produce
lasting effects. As soon as the emotions have cooled, if no reasonable
conviction remains to guide future thought and action, the plea that
at first seemed so powerful is likely to be forgotten. The preacher
whose sermons are all persuasion may, for a time, have many converts,
but it will take something besides emotional ecstasy to keep them "in
good and regular standing."

The proportion of conviction and persuasion to be used in any
argumentative effort depends entirely upon the attending
circumstances. If the readers or hearers possess a high degree of
intelligence and education, conviction should predominate; for it is a
generally accepted fact that the higher man rises in the scale of
civilization, the less he is moved by emotion. A lawyer's argument
before a judge contains little except reasoning; before a jury
persuasion plays an important part. In the next place, the arguer must
consider the attitude of those whom he would move. If they are
favorably disposed, he may devote most of his time to reasoning; if