Oops, two vocab posts in a row. Not my fault, I didn't know. Anyhow here are lots of exciting big words from chapters 11 and 12 that also happen to be important in understanding what Heinrichs is saying.
Advantageous: Basing the argument on what's good for the audience, not you.
Commonplace: Any cliche, belief, or value that can serve as the audience's public opinion.
Babbling: When your audience repeats the same thing over and over, a commonplace.
Definition: A statement of the exact meaning of a word, phrase, or situation.
Stance: Attitude toward something or starting off point.
Redefinition: Accepting your opponents terms while changing their connotation.
Term Changing: Not accepting the terms your opponent uses but rather inserting your own.
Definition Jujitsu: Use your opponents terms to attack if they favor you.
Definition Judo: Use terms that contrast your opponent's, create a context that makes them look bad.
Framing: Same as defining; define the issue in broad context and then deal with the specific problem using the future tense.
There are lots of entertaining videos about AP English on youtube, however none of them are concerning these exact terms and rhetoric devices.
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