IT IS NOT EVEN NECESSARY TO DESCEND SO LOW AS PRIMITIVE BEINGS TO OBTAIN AN INSIGHT INTO THE UTTER POWERLESSNESS OF REASONING WHEN IT HAS TO FIGHT AGAINST SENTIMENT. WHEN IT IS WANTED TO STIR UP A CROWD FOR A SHORT SPACE OF TIME, TO INDUCE IT TO COMMIT AN ACT OF ANY NATURE - TO PILLAGE A PALACE, OR TO DIE IN DEFENCE OF A STRONGHOLD OR A BARRICADE, FOR INSTANCE - THE CROWD MUST BE ACTED UPON BY RAPID SUGGESTION, AMONG WHICH EXAMPLE IS THE MOST POWERFUL IN ITS EFFECT. TO ATTAIN THIS END, HOWEVER, IT IS NECESSARY THAT THE CROWD SHOULD HAVE BEEN PREVIOUSLY PREPARED BY CERTAIN CIRCUMSTANCES, AND, ABOVE ALL, THAT HE WHO WISHES TO WORK UPON IT SHOULD POSSESS THE QUALITY TO BE STUDIED FARTHER ON, TO WHICH I GIVE THE NAME OF PRESTIGE.