Bernard Lamy

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A discourse is beautiful when it is composed according to the Rules of Art; it is great when it is more than ordinary perspicuous; when there is not one equivocation; no sentence unintelligible; no expression ambiguous; when it is well-disposed, and the mind of the Reader led directly to the end of the design, without the remora or impediment of impertinent words. Such clearness like a Torch dispels all obscurity and makes every thing visible.
De l'Art de parler (1675)