Rhetorical Detour #2

In his Philosophy of Rhetoric (1776) George Campbell enumerates four things that he considers to be the "ends of speaking". I find them to be equally well suited to the ends of the movie trailer. Let's take a look [with my commentary added in brackets].

1. Enlighten the understanding. [Let you know what the movie is "about".]
   
2. Please the imagination. [Give you something worth seeing: some special fx, a good joke, a favorite actor in an unexpected role, etc.]
   
3. Move the passions. [With the promise of exposed flesh and heavy breathing, if need be.]
   
4. Influence the will. [Ultimately, convince you to part with your cash.]
   

Campbell noted the following expectation of a skilled orator:

"We do not argue to gain barely the assent of understanding, but, which is infinitely more important, the consent of the will."

That being said – and before tackling our next trailer – here's another look at persuasion and manipulation...

Persuade: to induce to undertake a course of action or embrace a point of view by means of argument, reasoning, or entreaty.

Manipulate: to influence or manage shrewdly or deviously; to tamper with or falsify for personal gain.