TYFA week 2 review (Zarif)

This book has many practical use. We're offered ways to seduce, avoid conflict, manipulate the present tense to succeed at work, write speeches and even use eristic techniques to stop a US cop from issuing us with speeding fines. Rhetoric is an ancient skill, but even in the political arena, it doesn't necessarily require high intelligence. Clearly no fan of George W Bush, Heinrichs' analysis of Bush's 'identity coding' in speeches offers a revealing explanation of how to win elections.

Rhetoric is useful at home, too. Heinrichs presents himself as a long-suffering Homer and deconstructs many personal domestic dialogues. Many feature his teenage son, over who used up the toothpaste, or his daughter, over whether she can stay out late. Often his clever and obstinate children win the argument, using sophisticated rhetorical skills without even realising it.

There is much comedy here. Heinrich, both playing and being the father character, is hamstrung by analysis, caught in the classic 'tell, not show' dilemma. As Samuel Butler put it: 'All the rhetorician's rules/ Teach but the naming of his tools.' Still, despite this irony, this is an enjoyable, witty and persuasive book.