Cicero is one of Heinrichs’s rhetorical heroes, and a prominent figure throughout
Thank You for Arguing. As with many of the examples of persuasion in the book, Heinrichs’s discussion of putting someone “in the mood” might seem manipulative and belittling in the way it portrays the audience as easily pliable. Nevertheless, Heinrichs continues to bolster his argument for the importance of persuasion by citing examples that readers will be likely to know already, and which have a clear positive payoff (in this case, he cites the beloved Christmas movie
It’s a Wonderful Life and argues that the final product, the movie itself, justifies the light emotional manipulation during the making of the movie).