Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character ofthe speaker; the second on putting the audience into a certain frame of mind; the third on the proof, provided by the words of the speech itself.
The Works of Aristotle: Rhetorica, by W. R. Roberts. De rhetorica ad Alexandrum, by E. S. Forster. De poetica, by I. Bywater (ed. 1924)