What Aristotle said about persuasion

Aristotle ( b. 384 BC - d. 322 BC ), a seminal thinker for the study of persuasion, has this to say in his work On Rhetoric:

Persuasion is clearly a sort of demonstration, since we are most fully persuaded when we consider a thing to have been demonstrated.

Of the modes of persuasion furnished by the spoken word there are three kinds. [...] Persuasion is achieved by the speaker's personal character when the speech is so spoken as to make us think him credible. [...] Secondly, persuasion may come through the hearers, when the speech stirs their emotions. [...] Thirdly, persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question.