If the conversation turns upon some general conception which has no particular name, but requires some figurative or metaphorical designation, you must begin by choosing a metaphor that is favourable to your proposition. For instance, the names used to denote the two political parties in Spain, Serviles and Liberates, are obviously chosen by the latter. The name Protestants is chosen by themselves, and also the name Evangelicals; but the Catholics call them heretics. Similarly, in regard to the names of things which admit of a more exact and definite meaning: for example, if your opponent proposes an alteration, you can call it an innovation, as this is an invidious word. If you yourself make the proposal, it will be the converse. In the first case, you can call the antagonistic principle "the existing order," in the second, "antiquated prejudice." What an impartial man with no further purpose to serve would call "public worship" or a "system of religion," is described by an adherent as "piety," "godliness": and by an opponent as "bigotry," "superstition." This is, at bottom, a subtle petitio principii. What is sought to be proved is, first of all, inserted in the definition, whence it is then taken by mere analysis. What one man calls "placing in safe custody," another calls "throwing into prison." A speaker often betrays his purpose beforehand by the names which he gives to things. One man talks of "the clergy"; another, of "the priests."
Of all the tricks of controversy, this is the most frequent, and it is used instinctively. You hear of "religious zeal," or "fanaticism"; a "faux pas" a "piece of gallantry," or "adultery"; an "equivocal," or a "bawdy" story; "embarrassment," or "bankruptcy"; "through influence and connection," or by "bribery and nepotism"; "sincere gratitude," or "good pay."
XIII.
To make your opponent accept a proposition, you must give him the counter-proposition as well, leaving him his choice of the two; and you must render the contrast as glaring as you can, so that to avoid being paradoxical he will accept the proposition, which is thus made to look quite probable. For instance, if you want to make him admit that a boy must do everything that his father tells him to do, ask him "whether in all things we must obey or disobey our parents." Or, if a thing is said to occur "often," ask whether by "often" you are to understand few or many cases; and he will say "many." It is as though you were to put grey next black, and call it white; or next white, and call it black.
XIV.
This, which is an impudent trick, is played as follows: When your opponent has answered several of your questions without the answers turning out favourable to the conclusion at which you are aiming, advance the desired conclusion,—although it does not in the least follow,—as though it had been proved, and proclaim it in a tone of triumph. If your opponent is shy or stupid, and you yourself possess a great deal of impudence and a good voice, the trick may easily succeed. It is akin to the fallacy non causae ut causae.
XV.
If you have advanced a paradoxical proposition and find a difficulty in proving it, you may submit for your opponent's acceptance or rejection some true proposition, the truth of which, however, is not quite palpable, as though you wished to draw your proof from it. Should he reject it because he suspects a trick, you can obtain your triumph by showing how absurd he is; should he accept it> you have got reason on your side for the moment, and must now look about you; or else you can employ the previous trick as well, and maintain that your paradox is proved by the proposition which he has accepted. For this an extreme degree of impudence is required; but experience shows cases of it, and there are people who practise it by instinct.
XVI.
Another trick is to use arguments ad hominem, or ex concessis{1} When your opponent makes a proposition, you must try to see whether it is not in some way—if needs be, only apparently—inconsistent with some other proposition which he has made or admitted, or with the principles of a school or sect which he has commended and approved, or with the actions of those who support the sect, or else of those who give it only an apparent and spurious support, or with his own actions or want of action. For example, should he defend suicide, you may at once exclaim, "Why don't you hang yourself?" Should he maintain that Berlin is an unpleasant place to live in, you may say, "Why don't you leave by the first train?" Some such claptrap is always possible.