"Voters are basically lazy, basically uninterested in making an effort to understand what we’re talking about. Reason requires a higher degree of discipline, of concentration; impression is easier. Reason pushes the viewer back, it assaults him, it demands that he agree or disagree; impression can envelop him, invite him in, without making an intellectual demand…When we argue with him we demand that he make an effort of replying. We seek to engage his intellect, and for most people this is the most difficult of all. The emotions are more easily roused, closer to the surface, more malleable."