Sunglasses optional

A rough-hewn general in a crisp uniform reads out a statement on state TV in which he declares that, reluctantly, the armed forces have decided to step in to save the country.

Gen al-Sisi's declaration on 3 July in Cairo followed a script, and a look, which goes back at least four decades. First of of all, the general has to get his image right. He needs a well pressed uniform, decked with medals. He needs a podium, or, at the very least, a solid table.

Sunglasses are optional. The general's look as he reads his declaration may become the defining image of his country to the outside world (it will certainly be the image for which he is most remembered by his own people).

The coup statement must follow a certain format. The general should stress that the military is responding to its patriotic duty. Above all, the coup leader must avoid calling his actions a coup - a word which may make him look like a gangster. More often, he will prefer to used the word "intervention".

According to BBC, In September 1973, Gen August Pinochet of Chile and his fellow junta members pioneered the art of the coup statement. The four military leaders appeared in uniform behind a solid table.

"The armed forces of Chile acted today solely motivated by patriotic inspiration to save the country from the chaos into which it was being plunged by the Marxist government of Salvador Allende," announced Gen Pinochet in staccato voice. "The junta will maintain judicial power... the chambers will remain in recess until further orders. That is all."

His fellow junta member, Gustavo Leigh, added a few words helpful to future generals needing inspiration for their own declarations - patriotic duty, sacrifice, public support.

"In order to protect the sacred interests of the homeland we found ourselves obliged to take on the sad and painful mission which we have undertaken," declared Gen Leigh. "We are not afraid. We know the enormous responsibility that will rest on our shoulders. But we are convinced, we are quite sure that the vast majority of the Chilean people is with us."

The Chilean generals of 1973 decided to sit together, as did the Egyptians of 2013. This creates an appearance of equality and teamwork - but it can also create problems for the future. Chilean military officers had to make sure that doorways were sufficiently wide to allow the Chilean military leaders to walk four abreast during public appearances.

Eventually Gen Pinochet decided that he would rule on his own. He did so until 1990. More than 3,000 people were killed during his years of military rule.

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