3 Ways Cicero Used Emotion to Ruthlessly Attack His Opponents

In the ancient world of rhetoric one name stands above the rest: Marcus Tulius Cicero.

Revered as Rome’s greatest orator, Cicero used the law courts to rise to fame - a path for gifted speakers who could act as prosecutors in front of rowdy crowds craving to be entertained.

The theatrical nature of Roman society naturally led to these trials transforming into dramatic performances - with visual aids produced to stir up the crowd, who would shout out their thoughts, their support or disgust depending on the case.

It wasn’t uncommon for props relating to a crime to be produced - such as daggers, blood-stained clothing and even bits of bone.

Trials could take a strangely comedic turn as well all with the intention of stirring the basic emotions of the audience, making them laugh, cry or feel rage.

Cicero was not above using live human beings as props. Once, he was defending a man and delivered the speech with a baby in his arms! This was such a blatant appeal to emotion - but it worked. As he observed: the entire crowd was full of sobs and tears.

For Cicero, the goal was clear: to win at any cost. This often meant appealing to the audience's basic emotions, even if it required conveniently ignoring evidence and facts.

This may have been unethical, but it worked. Cicero understood that people weren’t governed by their rational faculties and would often make decisions based on their feelings. 

Let’s look at three more tactics he used to sway the audience to his point of view.

 #1 Lesson: Repetition

Hammer the Point Home

If you say something often enough, people will believe it. Cicero understood this psychological truth and used it to full effect.

One of the most famous examples is in his fiery speeches against Cataline, an alleged conspirator against Rome.

In Oration Against Cataline, Cicero used emotionally charged repetition to paint Cataline as the epitome of treachery.

The refrain of “How long will you abuse our patience, Cataline?” hammered his point home, driving it deep into the minds of capitivated spectators.

Repetition is still a hallmark of persuasion today. Politicians craft slogans that stick - and those who succeed with this win elections.

This is because consistency is reassuring. Lurching from one idea to another doesn’t work - you have to frame your ideas and endlessly repeat phrases that stick. Your conviction will bring others along with you.

Cicero mastered this technique, showing how to transform words into weapons.

#2 Lesson: Guilt by Association

Your Friends are your Reputation

If you want to discredit someone attack their friends. This tactic worked spectacularly in Cicero’s orations against Cataline, where Cicero listed the alleged crimes of Cataline’s associates, indicating that Cataline himself was equally guilty.

The brilliance of this strategy lies in plausible deniability. It’s easy for any of us to claim “I didn’t accuse you directly; I only spoke about your friends”.

It’s a clever tactic that allows for smears without direct accusations which allows the speaker to keep their reputation as someone who rises above character assasination.

Who among us doesn’t judge someone to a degree by the company they keep? This guilt-by-association tactic is still used today and is especially potent in the court of public opinion, where perception can outweigh fact.

A politician might be accused of being aligned with an extremist ideology because they attended an event where such individuals were also present, even if the politician's views are demonstrably different.

We see these kind of smears in the media regularly - they can be unfair but they are effective today as they were in Cicero’s era.

#2 Lesson: Mud Slinging

Dredging up Dirt

Across countries and time, people use ideas and words to harm and destroy other people’s status, stripping them of their real identity. So, Cicero knew that a well-crafted remark, even if only loosely plausible, can sow doubt about an opponent's reputation.

Let’s take his Second Philippic, a fiery critique of his rival Marc Antony, an attempt to diminish his growing power after Caesar’s assasination. In this speech, Cicero accused Antony of destabilising the Republic and threatening Rome’s future.

Cicero's harsh portrayal of Antony could at times seem to go too far. He painted Antony as morally corrupt, a danger to Rome.

This seemed to stem more from a personal grudge than a genuine belief in his awfulness.

Were Cicero’s Tactics Manipulative?

Some may say yes. His relentless attacks on Cataline, for instance, relied on scant evidence but succeeded in swaying the Senate. But, Cicero believed that persuasion justified the means.

Even if we find this approach unsettling, these strategies endure because they tap into timeless human behaviours.

Cicero’s belief that emotions rule over reason is as relevant now as it was in ancient Rome.

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Things to ponder…

Do these strategies constitute great oratory?

Is this the kind of speechmaking you’d like to see?

Does effective mean great?

🖊️Trivia - did you know

1. Cicero popularised the periodic sentence, a rhetorical device where the main point comes at the end of a long, carefully structured sentence.

2. Cicero was exiled in 58 BCE after clashing with the populist politician Clodius.

3. Cicero's sharp tongue and opposition to Mark Antony sealed his fate. He was declared an enemy of the state during the Second Triumvirate and was assassinated in 43 BCE.