§3.2.1ἔστω οὖν ἐκεῖνα τεθεωρημένα καὶ ὡρίσθω λέξεως ἀρετὴ σαφῆ εἶναι (σημεῖον γάρ τι ὁ λόγος ὤν, ἐὰν μὴ δηλοῖ οὐ ποιήσει τὸ ἑαυτοῦ ἔργον), καὶ μήτε ταπεινὴν μήτε ὑπὲρ τὸ ἀξίωμα, ἀλλὰ πρέπουσαν· ἡ γὰρ ποιητικὴ ἴσως οὐ ταπεινή, ἀλλʼ οὐ πρέπουσα λόγῳ.
Let those things then be considered as studied, and let the virtue of style be defined as being clear (for speech, being a kind of sign, if it does not make clear, will not perform its own function), and neither low nor above its dignity, but appropriate; for the poetic style is perhaps not low, but not appropriate for prose.
§3.2.2τῶν δʼ ὀνομάτων καὶ ῥημάτων σαφῆ μὲν ποιεῖ τὰ κύρια, μὴ ταπεινὴν δὲ ἀλλὰ κεκοσμημένην τἆλλα ὀνόματα ὅσα εἴρηται ἐν τοῖς περὶ ποιητικῆς· τὸ γὰρ ἐξαλλάξαι ποιεῖ φαίνεσθαι σεμνοτέραν· ὥσπερ γὰρ πρὸς τοὺς ξένους οἱ ἄνθρωποι καὶ πρὸς τοὺς πολίτας, τὸ αὐτὸ πάσχουσιν καὶ πρὸς τὴν λέξιν· §3.2.3διὸ δεῖ ποιεῖν ξένην τὴν διάλεκτον· θαυμασταὶ γὰρ τῶν ἀπόντων εἰσίν, ἡδὺ δὲ τὸ θαυμαστόν ἐστιν.
Of nouns and verbs, ordinary words make style clear, while other kinds of words, as many as have been mentioned in the *Poetics*, make it not low but adorned; for departure from ordinary language makes it appear more dignified; for people feel the same way toward style as they do toward strangers and citizens; therefore, one must make the language foreign; for they are admirers of what is far off, and what is wonderful is pleasant.
ἐπὶ μὲν οὖν τῶν μέτρων πολλά τε ποιεῖται οὕτω καὶ ἁρμόττει ἐκεῖ (πλέον γὰρ ἐξέστηκεν περὶ ἃ καὶ περὶ οὓς ὁ λόγος), ἐν δὲ τοῖς ψιλοῖς λόγοις πολλῷ ἐλάττω· ἡ γὰρ ὑπόθεσις ἐλάττων, ἐπεὶ καὶ ἐνταῦθα, εἰ δοῦλος καλλιεποῖτο ἢ λίαν νέος, ἀπρεπέστερον, ἢ περὶ λίαν μικρῶν· ἀλλʼ ἔστι καὶ ἐν τούτοις ἐπισυστελλόμενον καὶ αὐξανόμενον τὸ πρέπον·
Now, in the case of metrical compositions, many such devices are used and are appropriate there (for both the subjects and the persons about whom the speech is concerned are more removed), but in plain prose, much fewer; for the subject matter is less, since even here, if a slave or a very young man should speak in fine language, it would be rather inappropriate, or if one spoke so about very trivial things; but even in these cases, appropriateness consists in contracting and expanding.
§3.2.4διὸ δεῖ λανθάνειν ποιοῦντας, καὶ μὴ δοκεῖν λέγειν πεπλασμένως ἀλλὰ πεφυκότως (τοῦτο γὰρ πιθανόν, ἐκεῖνο δὲ τοὐναντίον· ὡς γὰρ πρὸς ἐπιβουλεύοντα διαβάλλονται, καθάπερ πρὸς τοὺς οἴνους τοὺς μεμιγμένους), καὶ οἷον ἡ Θεοδώρου φωνὴ πέπονθε πρὸς τὴν τῶν ἄλλων ὑποκριτῶν· ἡ μὲν γὰρ τοῦ λέγοντος ἔοικεν εἶναι, αἱ δʼ ἀλλότριαι.
Therefore, one must escape notice in doing this, and not seem to speak artificially but naturally (for the latter is persuasive, but the former is the opposite; for people are suspicious, as of someone plotting against them, just as they are toward mixed wines), and as is the case with the voice of Theodorus compared to that of other actors; for his voice seems to be that of the speaker himself, while those of the others seem artificial.
§3.2.5κλέπτεται δʼ εὖ, ἐάν τις ἐκ τῆς εἰωθυίας διαλέκτου ἐκλέγων συντιθῇ· ὅπερ Εὐριπίδης ποιεῖ καὶ ὑπέδειξε πρῶτος.
And the deception is successful if one composes by selecting from everyday speech; which Euripides does and was the first to suggest.
ὄντων δʼ ὀνομάτων καὶ ῥημάτων ἐξ ὧν ὁ λόγος συνέστηκεν, τῶν δὲ ὀνομάτων τοσαῦτʼ ἐχόντων εἴδη ὅσα τεθεώρηται ἐν τοῖς περὶ ποιήσεως, τούτων γλώτταις μὲν καὶ διπλοῖς ὀνόμασι καὶ πεποιημένοις ὀλιγάκις καὶ ὀλιγαχοῦ χρηστέον (ὅπου δέ, ὕστερον ἐροῦμεν, τό τε διὰ τί εἴρηται· §3.2.6ἐπὶ τὸ μεῖζον γὰρ ἐξαλλάττει τοῦ πρέποντος), τὸ δὲ κύριον καὶ τὸ οἰκεῖον καὶ μεταφορὰ μόνα χρήσιμα πρὸς τὴν τῶν ψιλῶν λόγων λέξιν.
Since speech is composed of nouns and verbs, and of nouns there are as many kinds as have been examined in the *Poetics*, of these, rare words, double words, and invented words should be used seldom and in few places (where to do so, we shall say later, and the reason has already been stated: for it departs too far from appropriateness toward excess), whereas the ordinary, the proper, and the metaphor are alone useful for the style of plain prose.
σημεῖον δʼ ὅτι τούτοις μόνοις πάντες χρῶνται· πάντες γὰρ μεταφοραῖς διαλέγονται καὶ τοῖς οἰκείοις καὶ τοῖς κυρίοις, ὥστε δῆλον ὡς ἂν εὖ ποιῇ τις, ἔσται τε ξενικὸν καὶ λανθάνειν ἐνδέξεται καὶ σαφηνιεῖ· αὕτη δʼ ἦν ἡ τοῦ ῥητορικοῦ λόγου ἀρετή.
The proof of this is that everyone uses only these; for everyone in conversation uses metaphors and proper and ordinary words, so that it is clear that if one does this well, the style will have a foreign air, and can escape notice, and will be clear; and this was the virtue of rhetorical speech.
§3.2.7τῶν δʼ ὀνομάτων τῷ μὲν σοφιστῇ ὁμωνυμίαι χρήσιμοι (παρὰ ταύτας γὰρ κακουργεῖ), τῷ ποιητῇ δὲ συνωνυμίαι, λέγω δὲ κύριά τε καὶ συνώνυμα οἷον τὸ πορεύεσθαι καὶ τὸ βαδίζειν· ταῦτα γὰρ ἀμφότερα καὶ κύρια καὶ συνώνυμα ἀλλήλοις.
Of words, homonyms are useful to the sophist (for by means of these he plays his tricks), but to the poet synonyms are useful, I mean words that are both ordinary and synonymous, such as "to go" and "to walk"; for both of these are both ordinary words and synonymous with each other.
τί μὲν οὖν τούτων ἕκαστόν ἐστι, καὶ πόσα εἴδη μεταφορᾶς, καὶ ὅτι τοῦτο πλεῖστον δύναται καὶ ἐν ποιήσει καὶ ἐν λόγοις, εἴρηται, καθάπερ ἐλέγομεν, ἐν τοῖς περὶ ποιητικῆς· §3.2.8τοσούτῳ δʼ ἐν λόγῳ δεῖ μᾶλλον φιλοπονεῖσθαι περὶ αὐτῶν, ὅσῳ ἐξ ἐλαττόνων βοηθημάτων ὁ λόγος ἐστὶ τῶν μέτρων· καὶ τὸ σαφὲς καὶ τὸ ἡδὺ καὶ τὸ ξενικὸν ἔχει μάλιστα ἡ μεταφορά, καὶ λαβεῖν οὐκ ἔστιν αὐτὴν παρʼ ἄλλου.
Now, what each of these is, and how many kinds of metaphor there are, and that this has the greatest power both in poetry and in prose, has been discussed, as we were saying, in the *Poetics*; but in prose we must work all the harder concerning them, in proportion as prose has fewer resources than metrical compositions; and metaphor especially possesses clarity, sweetness, and a foreign air, and it is not possible to obtain it from another.
§3.2.9δεῖ δὲ καὶ τὰ ἐπίθετα καὶ τὰς μεταφορὰς ἁρμοττούσας λέγειν.
And one must also use both epithets and metaphors that are appropriate.
τοῦτο δʼ ἔσται ἐκ τοῦ ἀνάλογον· εἰ δὲ μή, ἀπρεπὲς φανεῖται διὰ τὸ παρʼ ἄλληλα τὰ ἐναντία μάλιστα φαίνεσθαι.
And this will be achieved from analogy; otherwise, it will appear inappropriate, because contraries are most apparent when placed side by side.
ἀλλὰ δεῖ σκοπεῖν, ὡς νέῳ φοινικίς, οὕτω γέροντι τί
But one must consider, as a purple cloak suits a young man, what suits an old man.