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‘To dignity, amplification of style, the following things contribute; first, the substitution of definition (or detailed description) for the (direct, proper) name (of the object); to say for example not circle, but “a plane figure which is in all points equidistant from the centre’”. One would have supposed that this was an exemplification rather of the unfavourable sense of ὄγκος: it also seems to be opposed to what was said c. 5. 3, τοῖς ἰδίοις ὀνόμασι λέγειν καὶ μὴ τοῖς περιέχουσιν: and in fact dignity ought not to interfere with perspicuity. The two precepts, however, do not in reality contradict one another. The use of abstract, general terms, instead of the plain and direct individual names, is a source of obscurity: there is no obscurity, but rather the contrary, in setting forth the definition of it at length. ‘For (the purpose of) brevity the contrary (is the rule), the proper name, and not the definition’. Both of these precepts appear in the Rhet. ad Alex. c. 22 (23) §§ 3 and 5. They are probably taken, like the others mentioned in Introd. pp. 437, 438, from Isocrates' τέχνη.
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