31. Make a list of the emotional bases of appeal, grading them from low to high,

according to your estimate.

 

32. Would circumstances make any difference in such grading? If so, give

examples.

 

33. Deliver a short, passionate appeal to a jury, pleading for justice to a poor

widow.

 

34. Deliver a short appeal to men to give up some evil way.

 

35. Criticise the structure of the sentence beginning with the last line of page

296.

 

CHAPTER XXV

 

INFLUENCING THE CROWD

 

Success in business, in the last analysis, turns upon touching the imagination

of crowds. The reason that preachers in this present generation are less

successful in getting people to want goodness than business men are in getting

them to want motorcars, hats, and pianolas, is that business men as a class are

more close and desperate students of human nature, and have boned down harder to

the art of touching the imaginations of the crowds.