The influence of Winton Churchill’s rhetoric on world history cannot be over stated. His words lead the British people into World War II and, once engaged, bolstered their confidence and their resolve to fight and defeat the formidable German military.
Churchill was 65 years old when war against Germany was declared in 1939. And, by that time, Churchill had been contemplating and honing the art of rhetoric for several decades.
Indeed, in 1897, when Churchill was just 23, he penned a short work which he entitled The Scaffolding of Rhetoric.
In this essay, the young Churchill puts forth his ideas about the acquisition and the development of effective oratory.
The Power of Rhetoric
Churchill opens his essay by claiming that the “gift” of oratory is the most valuable that can be bestowed on a man.
Of all the talents bestowed upon men, none is so precious as the gift of oratory. He who enjoys it wields a power more durable than that of a great king. He is an independent force in the world. Abandoned by his party, betrayed by his friends, stripped of his offices, whoever can command this power is still formidable.
Is Rhetorical Skill Bestowed by Nature or Acquired Through Training?
Churchill’s opening statement suggests that great orators are born with the talent and that rhetorical ability cannot be acquired through training. However, later in the piece Churchill states that
Rhetorical power is neither wholly bestowed nor wholly acquired, but cultivated.
Still later, towards the end of the work, Church claims that some men—despite their best efforts—will never be accomplished rhetoricians:
Throughout the country are men who speak well and fluently, who devote opportunity, talent and perseverance to improving their speaking and yet never deserve to be called orators.
Nevertheless,
the student of rhetoric may indulge the hope that Nature will finally yield to observation and perseverance, the key to the hearts of men.
The Power of Emotion
To be a powerful speaker, according to Churchill, the orator must first possess the feelings and the emotions that he is trying to provoke in the audience.
Indeed the orator is the embodiment of the passions of the multitude. Before he can inspire them with any emotion he must be swayed by it himself. When he would rouse their indignation his heart is filled with anger. Before he can move their tears his own must flow. To convince them he must himself believe. His opinions may change as their impressions fade, but every orator means what he says at the moment he says it. He may be often inconsistent. He is never consciously insincere.
Physical Appearance
Coupled with the emotional connection that he has with the crowd, the orator must present himself in a distinctive, attention-grabbing way.
First of all a striking presence is a necessity.
This does not mean that the speaker needs a flawless physical appearance, quite the contrary:
Often small, ugly or deformed he is invested with a personal significance, which varying in every case defies definition. Sometimes a slight and not unpleasing stammer or impediment has been of some assistance in securing the attention of the audience, but usually a clear and resonant voice gives expression of his thoughts.
Word Choice
The orator should be selective when choosing his words, and opt for those that are short, forceful, and to the point.
There is no more important element in the technique of rhetoric than the continual employment of the best possible word… The shorter words of a language are usually the more ancient. Their meaning is more ingrained in the national character and they appeal with greater force to simple understandings than words recently introduced from the Latin and the Greek.
Analogy
Lastly, Churchill emphasizes the strength of analogies when speaking to an audience:
the influence exercised over the human mind by apt analogies is and has always been immense. Whether they translate an established truth into simple language or whether they adventurously aspire to reveal the unknown, they are among the most formidable weapons of the rhetorician. The effect upon the most cultivated audience is electrical.