On Rhetoric

“There is persuasion through character whenever the speech is spoken in such a way as to make the speaker worthy of credence; for we believe fair-minded people to a greater extent and more quickly than we do others, on all subjects in general and completely so in cases where there is not exact knowledge but room for doubt. And this should result from the speech, not from a previous opinion that the speaker is a certain kind of person; for it is not the case, as some of the handbook writers propose in their treatment of the art, that fair-mindedness on the part of the speaker makes no contribution to persuasiveness; rather, character is almost, so to speak, the most authoritative form of persuasion… As a result, authors should compose without being noticed and should seem to speak not artificially but naturally. (The latter is persuasive, the former the opposite; for people become resentful, as at someone plotting against them, just as they are at those adulterating wines.)” —Aristotle (384-322 BCE)

Lexis
To be clear

The final cause

Is to persuade the public.

Travel through time:

The Past: Judicial accusation or defence; and you must rise to meet the audience where they lie to convince them of your case for the just.

The Present: Epideictic praise or blame

The Future: protreptic exhortation or apotreptic dissuasion, commence or cease, obey.

Telos

Do as I say, not as I do.