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.

--GERALD STANLEY LEE, _Crowds_.

In the early part of July, 1914, a collection of Frenchmen in Paris, or
Germans in Berlin, was not a crowd in a psychological sense. Each
individual had his own special interests and needs, and there was no
powerful common idea to unify them. A group then represented only a
collection of individuals. A month later, any collection of Frenchmen or
Germans formed a crowd: Patriotism, hate, a common fear, a pervasive
grief, had unified the individuals.

The psychology of the crowd is far different from the psychology of the
personal members that compose it. The crowd is a distinct entity.
Individuals restrain and subdue many of their impulses at the dictates
of reason. The crowd never reasons. It only feels. As persons there is a
sense of responsibility attached to our actions which checks many of our
incitements, but the sense of responsibility is lost in the crowd
because of its numbers. The crowd is exceedingly suggestible and will
act upon the wildest and most extreme ideas. The crowd-mind is
primitive and will cheer plans and perform actions which its members
would utterly repudiate.

A mob is only a highly-wrought crowd. Ruskin's description is fitting:
"You can talk a mob into anything; its feelings may be--usually are--on
the whole, generous and right, but it has no foundation for them, no
hold of them. You may tease or tickle it into anything at your pleasure.
It thinks by infection, for the most part, catching an opinion like a
cold, and