The candidate's written programme should not be too categorical, since later on his adversaries might bring it up against him; in his verbal programme, however, there cannot be too much exaggeration. The most important reforms may be fearlessly promised. At the moment they are made these exaggerations produce a great effect, and they are not binding for the future, it being a matter of constant observation that the elector never troubles himself to know how far the candidate he has returned has followed out the electoral programme he applauded, and in virtue of which the election was supposed to have been secured.
In what precedes, all the factors of persuasion which we have described are to be recognised. We shall come across them again in the action exerted by words and formulas, whose magical sway we have already insisted upon. An orator who knows how to make use of these means of persuasion can do what he will with a crowd. Expressions such as infamous capital, vile exploiters, the admirable working man, the socialisation of wealth, &c., always produce the same effect, although already somewhat worn by use. But the candidate who hits on a new formula as devoid as possible of precise meaning, and apt in consequence to flatter the most varied aspirations, infallibly obtains a success. The sanguinary Spanish revolution of 1873 was brought about by one of these magical phrases of complex meaning on which everybody can put his own interpretation. A contemporary writer has described the launching of this phrase in terms that deserve to be quoted:—
"The radicals have made the discovery that a centralised republic is a monarchy in disguise, and to humour them the Cortes had unanimously proclaimed a FEDERAL REPUBLIC, though none of the voters could have explained what it was he had just voted for. This formula, however, delighted everybody; the joy was intoxicating, delirious. The reign of virtue and happiness had just been inaugurated on earth. A republican whose opponent refused him the title of federalist considered himself to be mortally insulted. People addressed each other in the streets with the