 Rhet. III.1–12 introduces the topic of lexis, usually translated as ‘style’. This topic was not announced until the final passage of Rhetoric II, so that most scholars have come to think of this section as a more or less self-contained treatise. The insertion of this treatise into the Rhetoric is motivated by the claim that, while Rhetoric I &amp; II dealt with thought (dianoia), i.e., about what the orator should say, it remains to inquire into the various ways of saying or formulating one and the same thing. In the course of Rhetoric III.1–12 it turns out that Aristotle tackles this task by using some quite heterogeneous approaches. After an initial exploration of the field of delivery and style (III.1) Aristotle tries to determine what good prose style consists in; for this purpose he has to go into the differentiation and the selection of various kinds of nouns, one of which is defined as metaphor (III.2). The following chapters III.3–6 feature topics that are at best loosely connected with the theme of good prose style; among these topics is the opposite of good style, namely frigid or deterring style (psuchron) (III.3), the simile, which turns out to be connected with the metaphor (III.4), the issue of correct Greek (III.5), the appropriateness (III.7) and the means by which one’s style becomes long-winded and dignified (III.6). Chapters III.8–9 introduce two new approaches to the issue of style, which seem to be unrelated to everything that has been said so far: These are the topics of the rhythmical shaping of prose style and of periodic and non-periodic flow of speech. Chapters III.10–11 are dedicated to how the orator can ‘bring things before one’s eyes’, which amounts to something like making the style more vivid. Again metaphors are shown to play a crucial role for that purpose, so that the topic of metaphor is taken up again and deepened by extended lists of examples. Chapter III.12 seems to make a new start by distinguishing between oral and written style and assessing their suitability for the three genres of speech (see above  §2).  The philosophical core of Aristotle’s treatise on style in Rhetoric III.1–12 seems to be included in the discussion of the good prose style (see below  §8.1),  however it is the topic of metaphor (see below  §8.2)  that has attracted the most attention in the later reception up to the present day.