The means of persuasion of the leaders we are dealing with, apart from their prestige, consist in the factors we have already enumerated several times.To make a skilful use of these resources a leader must have arrived at a comprehension, at least in an unconscious manner, of the psychology of crowds,and must know how to address them. He should be aware, in particular, of the fascinating influence of words, phrases, and images. He should possess a special description of eloquence, composed of energetic affirmations—unburdened with proofs— and impressive images, accompanied by very summary arguments. This is a kind of eloquence that is met with in all assemblies, the English Parliament included, the most serious though it is of all.