The layman cannot converse in the lingua-franca of the elite expert. There is a rhetorical aspect to all instruction. Note how the system relies on those works which Aristotle had already provided. This is an incredibly rich perspective. Rather, the intellectual and philosophical development of that which should be said and how to say it best.
Rhetoric is about effective human thought in the realm of communication interests.
It is individualized to specific cases. Aristotle's rhetoric is concerned with gaining audience assent. It is audience centered. Connection, Aristotle and Burke on Rhetoric and Persuasion 3. Regardless of how we organize these aspects, Aristotle's discussion of artistic proofs provides us with the proper materials for effective rhetorical action.