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Author Jay Heinrichs makes the case how the the lost art of rhetoric means a loss of civility in public life. He has a new book "Thank You for Arguing," and in it he analyzes ways to argue and get messages across effectively. We'll ask him to dissect the effectiveness of our promotional messages which are designed to persuade listeners to tune in. And we'll also put some of Hollywood's most famous arguments under the microscope.

This program originally aired March 5, 2007