custom particular to one's location. Loci communes. Types of arguments. Quintillian trained orators to learn intellectual habits to access the arguments quickly. Locution. Refers to the utterance of a statement. Logical fallacy. Misconceptions resulting from faulty reasoning. Logical positivism. The effort to make scientific standards applicable for resolving all issues. Logical proof. Arguments used to persuade audience. Reasoned. Logos. Rhetorical appeals based on logic or reasoning. Logology. Kenneth Burke. Study of the specific theological terms used. Not to find the truth or falseness of the statement, but why that particular word was chosen. M Major premise. Statement in a syllogism. Generalization. Magnanimity. Doing good to others, "its opposite is meanness of spirit" (from Aristotle's Rhetoric). Material fallacy. False notion concerning the subject matter of an argument. Maxim. "A saying drawn from life, which shows concisely either what happens or ought to happen in life, for example: 'Every beginning is difficult.'" (from Rhetorica ad Herennium) Memory. Described by Cicero as the "firm mental grasp of matter and words;" the fourth of his five rhetorical canons. Mesodiplosis. The repetition of a word or group of words in the middle of successive clauses. Metanarrative. Universal theories positing to know all aspects of humanity. Metaphor. A figure of speech where a word that normally applies to one thing is used to designate another for the sake of creating a mental picture. For example (from Rhetorica ad Herennium), "... he lightly breathed a favoring breath". Metonymy. A figure of speech that substitutes one word or phrase for another with which it is closely associated. For example (from Rhetorica ad Herennium), "one should say 'wine' for 'Liber', 'wheat' for 'Ceres'." In UK, people speak of "Crown property" meaning property belonging to the State. Similarly: "The White House had no comment to make." ("White House", the residence and office building of the president of the United States, is used as a metonymy for the president or the president's administration. Metron. Greek, measure. Minor premise. Statement in an argument. Modus inveniendi. Latin, in St Augustine, material used to understand the scriptures. Modus proferendi. Latin, in St. Augustine, expressing ideas found within the scriptures. Moral reasoning. Reasoning employed in rhetoric that determines a conclusion based on evidence. Used in issues of ethics, religion, economics, and politics. Motive. Something that plays a role in one's decision to act. Movere. To persuade; viewed by Cicero as one of the three goals