B. ARRANGEMENT ON A PSYCHOLOGICAL BASIS I. Simple or Familiar to Complex or Unfamiliar

If a given topic involves phases which are comparatively familiar, or simple, easily comprehended, and others which are unfamiliar, or complex and difficult to grasp, it is desirable to proceed from the known to the unknown, from the simple to the complex. In using this plan the speaker not only avoids mystifying or discouraging his audience at the outset, but he also prepares it, as he proceeds, to understand matters of increasing complexity. The same principle which governs the arrangement of material in an arithmetic may well be applied to speech-material. A talk on popular elections, for example, might begin with a discussion of the town-meeting, proceed through municipal, county, and state elections, and finally arrive at an exposition of the manner of choosing the national executive.

II. Association of Ideas

Association of ideas constitutes the basis of one of the most advantageous and commonly used methods of arrangement. Many discussions which do not lend themselves to the time, space, simple to complex, or other method of procedure are effectively carried forward by the impetus of suc

per

cessive suggestions. That is, point A suggests point B, which in turn suggests point C, etc. The field of suggestiveness or association of ideas comprises, among other things, contraries, such as black-white, Protestant-Catholic, Republican-Democrat, ancient-modern; also habitually linked phases or phenomena, such as intellectualphysical-spiritual, labor-capital-consumer, upclasses-middle classes-lower classes, cost-power-speed-endurance (of a machine). The other evening a very capable salesman furnished me with a practical application of arrangement by association of ideas. I asked him the price of one of his phonographs. He stated the price, and proceeded to compare the prices of rival instruments, which were somewhat less expensive. This fact led him to a discussion of the greater beauty and volume of tone in the machine which he was selling. His talk then turned naturally to an explanation of the superior construction and operation of the reproducing appliances. This phase brought to mind the question of records and the great advantage of his phonograph in that respect.

Success in applying this method depends in no small degree upon the skill with which the speaker leads one phase into the next. It should be done in such a way that the sequence A-B-C-D, etc., appeals to the audience as a most natural one.

The secret lies, first, in a little careful thinking which seizes upon the essential points of contact between the various phases of a discussion; and, second, in a well-phrased indication of these points of contact as a guarantee that the audience will see the connection as the speaker has thought it

out.

C. ARRANGEMENT FOR SPECIAL EFFECTS

I. Special Interests

The speaker may choose arbitrarily to open the body of the discussion with a phase which he thinks will be of particular interest to his listeners. This would be especially desirable when a given audience is known to be more concerned about a certain aspect of a question than about others equally important, perhaps, from a broader viewpoint. Under such conditions it would be unwise to try first to interest one's auditors in points which they felt were of minor significance. For example, New York City to-day is agitated by the question of a railroad right of way along a water-front. There are three important phases involved: the legality of the matter, the material advantage to the public and the road, and the æsthetic aspect. To certain people the last phase is of such overwhelming significance that they are inclined to dismiss any other considera

tion with more or less scorn. In addressing such a group it would be highly desirable to arrange one's material so as first to satisfy their paramount interest. After that they might be more effectively attentive to the other important considerations. This point regarding arrangement suggests a very noteworthy principle of public speaking which will be touched upon later; namely: that the speaker should always develop his address with a keen appreciation of what the audience may be thinking and feeling about the subject.

II. Submerging Minor Points

It is advantageous, whenever feasible, to place the least significant or most weakly supported points in the middle of the development. In that position they are least likely to leave an unfavorable impression. And inasmuch as it is necessarily the fate of certain points to be in a measure submerged in the mass, the weaker ones deserve it. In following this suggestion the speaker is cautioned not carelessly to permit it to take precedence over the principles of arrangement based on logic and psychology. It would ordinarily be unwise, for instance, to distort time or space order, or to disturb the progress of associated phases merely for the sake of burying a relatively unimportant point. However, the method under consideration can almost always be

employed to good advantage when the question of order is largely one of placing for emphasis. To illustrate, we may take such a set of points as was suggested for the support of the street-car advertising topic:

A. Street-car advertising commands attention. B. It arouses interest.

C. It has an enormous circulation.

D. It appeals at advantageous times.
E. It is relatively cheap.

Now, the above arrangement is, perhaps, no better than several others. If for his particular purpose the speaker judges that points D and E are weakest, he should shift them to the positions of B and C. Then, of course, he would develop the points in such a way as to make them cohere to the phases before and after. The illustration is typical of many groups which may profitably be arranged in accordance with the plan of submerging minor considerations.

III. Placing the Most Important Phase

We come now to the paramount feature of arbitrary arrangement. This is the placing of the most important phase of the discussion. Owing to the fact that the material at the close of the body is left in the minds of the audience unencumbered by other points, the speaker ought to make a special effort to present here the chief