On page 251 of the text, the author states: “Division can actually help your ethics, if you use the reluctant conclusion: when the public seems against you , pretend that you came to your decision reluctantly. In your example of a noise ordinance proposal, you would “talk about your deep belief in property rights, but then define those rights in broader terms than your opponent. The right to enjoy your property may include the right to peace and quiet. ” This then leads to the demonstration where you begin your own strong argument and examples, resulting in the refutation of your opponent's arguments. To conclude this is our conclusion, in which the strongest points should be restated and, if necessary, to help your argument, invoke some emotion. The third canon of persuasion is the style in which you present your case. The number one virtue in presenting your case is to use correct language. You should use language that suits your occasion and your audience, you don't want to speak too complexly if your audience can't understand what you are