Although the authorship of Rhetorica ad Alexandrum was attributed to Aristotle up until the Renaissance, and it was in fact published in the 4th century BCE around the time Aristotle was lecturing on rhetoric, (Aristotle's Rhetoric wasn't published until 83 BCE), it is now considered the work of Anaximenes of Lampsacus, who like Aristotle was one of Alexander's tutors. He was also one of Isocrates' rivals. See the Wiki entry for more on Rhetoric ad Alexandrum and for more on Anaximenes It's importance to the history of rhetoric is not its authorship, however, but the fact that it is the most complete rhetoric we have from Aristotle's era. Its similarities to Aristotle thus indicate Aristotle wasn't writing in a vacuum. There were others lecturing on the same subject in similar ways at the same time.
You can, if you want to, read the text online. If you aren't sure you want to read that much, below are some excerpts to give you a sense of what the text offers.
"For just as you are desirous to have more splendid raiment than other men, so you ought to strive to attain to a more glorious skill in speech than other men possess."
"For it is far more honorable and kingly to have the mind well ordered than to see the bodily form well arrayed."
Encomium of reason -- "You must realize that the model set before most man is either the law or else your life and the expression of your reason." 1420b
"Deliberation is the most divine and human activities for a man of sense could never doubt that. While it is a sign of foolishness to act without deliberation, it is the mark of true culture to accomplish under the guidance of reason, anything that reason commands." 1420b
Words as children... "wherefore I exhort you to watch over these precepts, the children of my brain, that while they are yet young. They may be corrupted by no man, and, sharing in your well ordered life, and they come to man's estate, may win unsullied glory." 1421a
Just as health preserves the body, so is education the recognized preserver of the mind
As the general is the savior of his army, so his reason, a lot of education, the God of life. (1421a, 16)
Three classes of speech deliberative , epideictic, and forensic --- persuasion, dissuasion, eulogy, vituperation, accusation, defense, and inquiry. 1421b
Includes private conversation in spaces where rhetoric takes place
Persuasion is an exhortation to some purpose or speech or action, while dissuasion is the prevention of some purpose or speech or action. Such being the definition of these words, he who persuaded to show that those things to which he exhorts are just, lawful, expedient, honorable, pleasant, and easy of accomplishment. Failing that, when he is exhorting to that which is difficult, he must show that it is practicable and that its execution is necessary.
Justice -- unwritten custom of all or the majority of men, which draws a distinction between what is honorable for example, honoring your parents.
Law is a common agreement made by the community, which ordains in writing how the citizens ought to act under every kind of circumstance.
Expediency is the safeguarding of existing advantages with the acquisition of those not already possessed or the opposite
pleasant things, are those which cause joy. Easy things are those which are accomplished with the least expenditure of time, trouble, and money.
Arguments about justice, by analogy -- as we consider just to obey parents, on the same principle. It behooves sons to imitate the actions of their fathers -- as it is just to do good in the in return to those who do good to us, so it is just to abstain from harming those who have done us no ill. Argument from contrary case, as it is just to punish those who do us wrong. So that the moves us to do good in return to our benefactors
Arguments about expediency from analogy -- as in war. It is expedient to station the bravest man in the front rank, so when the state is advantageous that the wisest and just man should be leaders of the people -- as it is expedient for the healthy to be on their guard against disease, so too in communities which live in harmony. It is expedient to provide against possibilities of faction. 1422b
By pursuing this method, you will have plenty to say about the just, the lawful, and the expedient. We must employ the same methods in the case of the honorable, the easy, the pleasant, the practicable, and the necessary. We shall thus have abundant material on these topics also.
Next let us determine the number, the character, and the names of the subjects which we discussed in the Council chamber and in the popular assembly. If we have a clear knowledge of these, the actual circumstances will provide us with something appropriate to say on each occasion when we are giving advice -- there are seven subjects. The sacred rights or laws, the political constitution or alliances and contracts with other states, or war or peace or the provision of resources 1423a
To put the matter briefly, care must be taken that the laws that prevent the multitude from entertaining designs against the possessors of property, and they instill into the wealthy citizens an eagerness to spend money in undertaking public burdens. The laws will ensure certain distinctions are set aside by law for the owners of property in return for their expenditure in the service of the state, and if the laws show more consideration for the tillers of the soil and the sailors among the poorer classes than for the rabble of the city; so that the rich may willingly serve the state, and the people may prefer work to dishonest means of gain 1424a
Speaking generally, in democratic states, the laws ought to hinder the populace from entertaining designs on the property of the rich; in oligarchical states, they ought to check the possessors of political rights from insulting those who are weaker than themselves. And from imposing upon the citizens.
When advising change. It is useful to suggest that not destruction but extension...
discussion of constitutions -- democracy, oligarchy,
topics in favor of a law
topics of alliances and contracts with the other states
eulogy -- the amplification of creditable purposes, deeds, and words, and the attribution of qualities which do not exist; while the vituperative kind is the opposite of this and consists in the minimizing of creditable qualities and the amplification of those sharp discreditable. 1425b
not only acts, but intentions
amplification by results -- amplification from past judgments -- amplification by comparison with the least thing, which falls under the same category for the former will appear magnified. Just as persons of moderate height appeared taller than they really are when they stand side-by-side with persons of unusually small stature. -- amplification, by contrasting opposites -- if a certain thing has been considered a great good, but it's contrary, if you mention it, will please appear to be a great evil. -- amplification by showing intentionality. -- amplification from parallel cases -- amplification by division into parts - "these materials for amplification are useful in other kinds of oratory, but they are most effective
in eulogy and vituperation. We shall thus be provided with ample material on
these topics"
accusation defense -- the oratory of accusation is the exposition of errors and crimes; defensive oratory is the disproving of errors and crimes of which a man is accused or suspected (1426b)
topics injustice, illegality, detrimental to the interests of the mass of citizens, and expedience, disgraceful, odious, impractical -- knowledge of punishments is required -- defensive oratory consists of three methods prove that he committed no crime, prove that what he did was lawful and just and honorable and expedience for the state, attribute his acts to error or to misfortune or shows that the harm is small
inquery may be summarily described as the elucidation of intentions, acts, and words which are contradictory to one another or to the rest of the man's mode of life.
having thus distinguished the various kinds of oratory, let us next enumerate the requisites common to all kinds and explain how they must be used. (1427b 35)
the just the lawful the expedient, the honorable the pleasant are all common topics.
Amplification and minimization are necessarily useful in all kinds of oratory, but most use is made of than in eulogy and vituperation -- we must also deal with anticipations of arguments, postulates, prolixity of speech, and moderate length of speech, rather the, and method of statement.
Proofs are of two kinds; some are derived directly from actual words, acts, and persons, others are supplementary to words and actions.
-- probabilities, examples, infallible signs, and the means, maxims, fallible signs, and refutations are proofs derived from actual words, persons, and actions
"It is a probability when one's hearers have examples in their own minds about what is being said." 1428b
Three kinds of probability, that appeal to feelings which are naturally found in mankind -- habit, which is what we do from custom -- the third love of gain -- as regards actions of men. We should show that things generally or invariably turn out as we say they do -- as regards persons show that he often commit such crimes or people like them do. Or that it was to his advantage -- show that his companions have the character of people who do such things 1428
If you don't have probabilities, use examples
examples are actions which have taken place in the past that are similar to, or the contrary of, those about which we are speaking -- two kinds -- according to our expectations, contrary to them, the former land credit. The latter discredit -- for instance, if some one declares that the rich are juster than the poor and instances certain. Just actions on the part of rich men, such examples are in accordance with our expectation, for one can see that most men think that rich people are juster than poor people. If, on the other hand, someone shows that certain rich individuals have acted unjustly in order to get money, thus employing an example, which is contrary to expectation, he should cause the rich to be distrusted
examples of unexpected successes often serve to discredit councils which are based on ordinary probability [what often happens isn't what has always happened (?)]
infallible signs exist with the direct contrary of that with which the speech is concerned has occurred, and with the speech is self-contradictory. For most listeners conclude from the contrary switch to occur in connection with a speech or action that there is nothing sound in what is being said or done [odd definition, seems more like absolute refutation, maybe he means irrefutable sign of error]
enter names arise where contradictory is occur. Not only of the speech and action in question out of anything else as well.
A maxim is briefly, the expression of an individual opinion on general matters -- two kinds. Those which agree with current opinion, and those which are paradoxical -- the former require no proof --maxims should be applicable to the circumstances and not far-fetched
maxims by hyperbole -- the thieves are in my opinion worse than plunderers; for the former carry off properties secretly, the latter openly 1430b 16
one thing is a sign of another thing, but one thing taken at random is not a sign of something else taken at random, nor is everything a sign of everything else; but the sign of a thing is that which usually occurs before, or simultaneously with, or after it -- that which has happened is a sign not only of what has happened but also of what has not happened -- one sign causes belief, another knowledge. The latter is the best kind, while that which produces the most plausible opinion is second-best
a refutation is that which cannot be otherwise than as we say it is. It is based on what is by nature necessary, or necessary as urged by us, and on what is impossible by nature or impossible as urged by our adversaries.
A probability differs from an example in this that the hearers have themselves some notion of the probability, while examples are supplied from our own experience. Examples differ from infallible signs because they can be derived from contraries and from similar this, while in fallible signs can only be constructed from contrary of word and deed
let us next deal with each of the supplementary proofs. The opinion of the speaker is the declaration of his own belief about things -- sure experience in matters about which you are speaking -- say this to your advantage to speak the truth -- one who is contradicting ought first and foremost to show that his adversary has no experience of the matters on which he is nevertheless giving his opinion; if however that is impossible, yet to show that even persons of experience often make mistakes; and if this is inadmissible, he must say that it is contrary to the advantage of his opponents to tell the truth about these matters
An oath his and affirmation without proof accompanied by an invocation of the gods.
Anticipation is the method by which we shall counter act the ill feeling, which is felt against us by anticipating the adverse criticisms of our audience and the arguments of those who are going to speak against us.
Postulates in oratory are the demands which speakers make from their hearers
Irony is to say something and pretend that you're not saying it, or else to call things by the names of their contraries, e.g. I think that I need hardly say that these men, who pretend that they have done the state many services, are shown to have done it much harm, whereas we, who they declared to be ungrateful, are shown have often helped than never to have done anyone any injury.
We shall next explain how one can speak pleasingly and prolong a speech to any length which one desires.
We can speak pleasingly in the following manner, by introducing. For example: the names or half of one in such a way that our audience can guess the other half. We must also include maxims.
When you wish to lengthen your speech, you must divide up your subject and in each division explain the nature of its contents and their particular and general application and state the grounds of your pleas.
If you wish to speak briefly, you should include your whole subject in a single word that word of the shortest, which is applicable to the subject.
If you wish to speak at moderate length, you must pick out the most important divisions of your speech and make them your subject. You must also use words of medium lines and not the longest or the shortest, and not employ a large number on a single topic and observe moderation.
If you wish to compose a speech which will be pleasing, you must take care as far as possible to adapt the character of your speech to that of your audience. You will achieve this, if you observe their character, the noble or petty or ordinary. 1434b
Three kinds of words, simple, complex, and metaphorical
The proem can be described in the general way as a preparation of one's audience in the declaration of the subject in a summary manner for the benefit of the ignorant, in order that they may know with what the speech is concerned and in how can they follow the argument. It also exhorts them to pay attention and tries, as far as possible of the speech, to influence their minds in our favor. 1436a
We shall know how to exhort our hearers to pay attention, if we ourselves call to mind, what arguments and facts we pay most attention when deliberating.
We shall secure their goodwill, if we first consider what is in fact, their attitude towards us, whether they are well or ill disposed, whether they are indifferent.
The first thing which creates a prejudice against speakers is their age. If a man who is quite young or quite old is speaking in public, his hearers feel annoyance. 1436b
An orator ought to be careful, not only about his words but also about his personal behavior, regulating it according to the principles already laid down; For the manner of the man's life contributes to the persuasive influence which he exercises and to the establishment of a good reputation 1445 - I was reading a book this weekend called Changing Minds and the author observed that Newt Gingrich had a compelling story to tell about family values but lost all credibility when it came out he was having an affair with an intern, which also brought up some less than charitable dealings with his three ex-wives. The advice remains the same, I guess.