"Look into the eyes of a coward and tell him you will have courage," she urged jurors, her voice tight with scorn.

They urged jurors to pluck at least one of those threads.

"She feels used and dirty," he said, urging jurors to award his client $5 million to $10 million in damages.

He urged jurors to distance themselves from the societal concerns and concentrate on the facts.

She concluded by urging jurors to remember that the case was not about who was on trial.

He also urged jurors not to be swayed by pity for the victim's family.

The prosecution urged jurors to look at everything else surrounding the murder, and then fill in the gaps in evidence.

She dismissed the defense's witnesses as "fluff" and urged jurors to rely on life experience.

The companies have often been successful in urging jurors to view health claims against the industry in terms of personal responsibility.