The images evoked by words being independent of their sense, they vary from age to age and from people to people, the formulas remaining identical. Certain transitory images are attached to certain words: the word is merely as it were the button of an electric bell that calls them up.
Gustave Le BonCrowds are influenced mainly by images produced by the judicious employment of words and formulas
Gustave Le BonThe role of the scholar is to destroy chimeras, that of the statesman is to make use of them.
Gustave Le Bon