Rhetoric- discovering all possible means of persuasion. Inarisic proofs- external evidence the speaker doesn"t create. Arisic proofs- internal proofs that contain logical, ethical, or emoional appeals. Logos- logical proof, which comes from the line of argument in a speech. Enthymeme- an incomplete version of a formal deducive syllogism that is created by leaving out a premise already accepted by the audience or by leaving an obvious conclusion unstated. Ethos- perceived credibility, which comes from the speaker"s intelligence, character, and goodwill toward the audience, as these personal characterisics are revealed through the message. Pathos- emoional proof, which comes from the feelings the speech draws out of those who hear it. Canons of rhetoric- the principle divisions of the art of persuasion established by ancient rhetoricians invenion, arrangement, style, delivery, and memory. Invenion- a speaker"s hunt for arguments that will be efecive in a paricular speech. Golden mean- the virtue of moderaion; the virtuous person develops habits that avoid extremes.