As human knowledge and science evolved...

As human knowledge and science evolved, the art of constructing the word and the method of passing it on to the intended audience also developed by means of oration. The Holy Qur'an discusses a lot about the art of oration and explains the importance of the word and its impact on the listener; psychologically and ideologica-lly. The Almighty, Allah, says: "See you not how sets forth Allah a parable?

Of a goodly word (being) like a goodly tree, whose root is firmly fixed, and its branches (reach) in the heaven, yielding its fruit on every moment…" Holy Qur'an (Ibrahim 14: 23-24) And says: "…and speak kindly unto all people…" Holy Qur'an (Baqara 2: 83) The Almighty Allah even commanded Moses and Haron (Aaron) (a.s.) to employ mild speech in order to have an impact on Pharoah, the peak of human arrogance.

Using mild speech as a way of addressing the audience gave Moses (a.s.) the hope in guiding Pharoah as the following verse enjoins: "Go you both unto Pharaoh, verily he has trans-gressed (the bounds).

Then speak you both unto him a gentle word, happly he may get admonish-ed or fear (Our punishement)." Holy Qur'an (Taha 20: 43-44) Just as the good word has a constructive psych-ological impact and a positive and fruitful role, the evil word has a destructive impact and deceptive and misleading role in the life of mankind. Thus, the Glorious Qur'an attached the evil word and likened it with the evil tree which gives only harmful fruits.

Allah, the Most High, says: "And the parable of an evil word is that of an evil tree rooted upon the surface of the earth, it has naught of stability." Holy Qur'an (Ibrahim 14: 26) And He warns us of the power of deception of the word and its misleading ideological and psychological effects, thereby exposing the hypocrites who take it as a cover.

He says: "When you see them, marvel you their bodies; and if they speak, you listens unto their speech; (they are) as if they were blocks of wood propped up in garments, deem they that every cry is against them, they are the enemy (of yours), so beware you of them!

May Allah annihilate them, whence do they deviate!" Holy Qur'an (Munafiqun 63: 4) And His saying: "And call you unto the way of your Lord with wisdom and kindly exhortation and dispute with them in the manner which is the best;..." Holy Qur'an (Nahil 16: 125) This verse makes incumbent that the wise missionary should employ a good word in conveying Islamic thought and exhortation to the audience.