America Magazine

First, Augustine tells catechists in On Christian Doctrine that they must delight their audience: “A hearer must be delighted, so that he can be gripped and made to listen.” This church father knew that it matters little whether one speaks the truth if one’s audience is not interested enough to pay attention. A boring presentation makes an audience less receptive and less likely to return, while a pleasing presentation renders an audience eager to listen and even to come back for more. In short, style makes a difference.