sage directly to the audience; to show how their material interests, or their rights, patriotism, fellow-sympathy, sense of justice, self-respect, appreciation of good, disapprobation of evil-how any of these things are related to the speaker's message. Sometimes, for practical purposes, the appeal is necessarily or desirably restricted to a utilitarian motive. For instance, this would ordinarily be the case, in urging a committee to grant the speaker's company a paving or construction contract. But whenever the development of the speech has enlisted the sympathies of the listeners, they will be emotionally prepared to catch the enthusiasm of the speaker, particularly if they feel that he is sincerely moved by an elevated feeling. For example, an address opposing further restriction of immigration, after developing the subject with respect to industry, health, morals, standard of living, etc., might be advantageously closed with an emotional appeal to generosity, fellow-sympathy, or the maintenance of our traditional hospitality. Or, should the speaker advocate further restriction, his closing appeal might be to the sense of justice to Americans, who must suffer from a further importation of questionable foreign characters. The close of Burke's "Conciliation" speech affords an apt concrete illustration of what is meant by this appeal to the emotions in the application of the

message to the audience. After a development which has built up solidly the material reasons for a conciliatory attitude toward the Colonies, Burke

says:

"As long as you have the wisdom to keep the sovereign authority of this country as the sanctuary of liberty, the sacred temple consecrated to our common faith, wherever the chosen race and sons of England worship Freedom they will turn their faces toward you. The more they multiply, the more friends you will have. The more ardently they love liberty, the more perfect will be their obedience. Deny them participation of Freedom, and you break the sole bond which originally made, and must still preserve the unity of the Empire. Do not entertain so weak an imagination as that your registers and your bonds, your affidavits and your sufferances, are what form the great securities of your commerce. Do not dream that your letters of office and your instructions, and your suspending clauses are the things that hold together the great contexture of this mysterious whole. These things do not make your government. It is the spirit of the English Constitution, which, infused through the mighty mass, pervades, feeds, unites, invigorates, vivifies every part of the Empire, even down to the minutest member.

"Is it not the same virtue which does every

thing for us here in England? Do you imagine, then, that it is the Land Tax Act which raises your revenue? that it is the annual vote in the Committee of Supply which gives you your army? or that it is the Mutiny Bill which inspires it with bravery and discipline? No! surely no! It is the love of the people; it is their attachment to their government, from the sense of the deep stake they have in such a glorious institution, which gives you your army and your navy, and infuses into both that liberal obedience without which your army would be a base rabble, and your navy nothing but rotten timber,

"All this I know well enough will sound wild and chimerical to the profane herd of vulgar and mechanical politicians, who have no place among us, a sort of people who think that nothing exists but what is gross and material and who, therefore, far from being qualified to be directors of the great movement of empire, are not fit to turn a wheel in the machine. But to men truly initiated and rightly taught, these ruling and master principles, which in the opinion of such men as I have mentioned have no substantial existence, are in truth everything and all in all.

"Magnanimity in politics is not seldom the truest wisdom; and a great empire and little minds go ill together. If we are conscious of our situation, and glow with zeal to fill our place as becomes

our station and ourselves, we ought to elevate our minds to the greatness of that trust to which the order of Providence has called us. By adverting to the dignity of this high calling, our ancestors have turned a savage wilderness into a glorious empire, and have made the most extensive and the only honorable conquests not by destroying, but by promoting the wealth, the number, the happiness of the human race. Let us get an American revenue as we have got an American empire. English privileges have made it all that it is; English privileges alone will make it all that it can be."

D. EXHORTING TO ACTION

Occasionally the speaker will aim at an active response to his words. In this case his final sentences may specifically exhort to action: to ballot for the candidate advocated; to contribute to the cause espoused; to vote for the adoption of the measure proposed. In such an appeal for action it is especially advantageous for the speaker to arouse fervor, directing his attention not merely to the audience as an impersonal body, but also to individual members here and there. If he can make Mr. A and Mrs. G and Mr. Y believe and feel that the cause he pleads is their cause, that their real support as well as their

sympathy is essential to the cause, they will reach for their pocket-books. And when that is accomplished the well-known psychology of the crowd will take care of the rest.

E. SUMMARY

To sum up, we have seen that the purposes of the conclusion are best served in the following ways: (1) by taking care to explain any omission of important phases connected with the subject, and by restating the main points supporting the central theme, and indicating how all factors and interests have been duly considered; (2) by giving a final emphatic embodiment of the chief message; (3) by applying the message to the audience in an appeal to their most vital interests involved; and (4) by pointing out, when occasion requires, how these interests may be served by action, and stating specifically what that action should be.

With the possible exception of the final statement of the chief message, any or all of the other steps suggested may be omitted in concluding a given address. I should not like the reader to accuse me of advocating an emotional appeal in concluding an expository speech on Coal Tar Products, or of recommending an elaborate résumé at the close of a pleasant after-dinner talk. I think I may safely rest my case, however, with