I find that persuasion is most effective when you understand your audience. The author placed emphasis on rhetorical analysis and explained how it is used to recognize the appeals of others. The strongest rhetorician is “adaptive and flexible”. Understanding the four appeals of rhetoric allows us to methodically understand situations. If we understand situations it becomes more easier to persuade. And when you persuade others, it is because you want to accomplish things. Some may feel rhetoric is manipulation and deceit. In a way, rhetoric is just like a lie. People lie because they want something. People give rhetoric because they also desire something. The bottom line is that “rhetoric” are a means to an end.