- four faculties (proto-psychology, based on Locke)
- understanding
- imagination
- passion
- will
- effective rhetoric must address all the mind's faculties
- Two kinds of reasoning: scientific (demonstration, linear) vs moral (probability, experience, analogy, nonlinear)
- moves away from five canons toward a two part mechanism: instill desire and satisfy it
- Thinks prescriptive grammar is absurd, claims grammar is always descriptive
- Correct usage: "reputable, national, present"
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