Hello, everyone.
Here's a new thread for your 600-word presidential speech analysis posts. Refer to Wilcox Chapter 15 and go to External Links on the course Blackboard site. Refer to the Boston Globe file Alyssa provided. Also revisit the sites we accessed in class to hear and read the speeches. The JFK speech is 14 minutes; the Obama speech about 20 minutes. You'll find the text of the JFK speech at www.bartleby.com, along with many other writing references.
Feel free to write up to 1,000 words for extra credit. You also may want to comment on the San Francisco mayor's veto of the McDonald's Happy Meal ban some of you cited in last week's thread. Hmm. What do you think happened there from a public relations standpoint?
Here's to clear thinking and concise writing. Let me know if you have questions about what to do.
P.S. We'll have a guest lecturer in class next week: Peter Grefrath, vice president of corporate communication at Trust Company of the West (TCW). He'll present an overview of financial writing.
Now, back to blogging.
President Obama’s inaugural speech
ReplyDeleteBackground:
• Mr. Bush's final approval rating was 22 percent, the lowest approval rating for a leaving president
• When President Obama took office the country was at its worst economic recession since the Great Depression and unemployment was rising fast
• The U.S. was at war in two countries, Afghanistan and Iraq; the longest wars of its history.
• When the Bush administration left office, it handed President Obama a $1.3 trillion trade deficit
• Barack Obama ran on the promise of “change you can believe in” and hope. On his inaugural speech he painted a grim, but realistic, picture of the current state of the union.
Homes have been lost, jobs shed, businesses shuttered. Our health care is too costly, our schools fail too many, and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet.
These are the indicators of crisis, subject to data and statistics. Less measurable, but no less profound, is a sapping of confidence across our land; a nagging fear that America's decline is inevitable, that the next generation must lower its sights.
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ReplyDeletePresident Obama’s inaugural speech (Cont'd)
ReplyDeleteObjectives
1. To highlight current challenges facing the country and restate the president’s agenda on the issues- “For everywhere we look, there is work to be done.”
2. Reassure the country that even though some goals seem far-reaching, we have done things in the past that “cynics” deemed improbable or idealistic (like end segregation); “So let us mark this day in remembrance of who we are and how far we have traveled.”
3. America is still the greatest country in the world but it must “set aside childish things”-the arrogance to “do as we please”- and be humble. We must lead the world by example.
Key Messages:
1. Although there is a lot of work to do, the new president takes full responsibility to get it done: “My fellow citizens: I stand here today humbled by the task before us, grateful for the trust you have bestowed, mindful of the sacrifices borne by our ancestors.”
2. The “truths” (virtues) that will get the country through the challenges it faces are old, but the ideology is new; “…America must play its role in ushering in a new era of peace…” and “…What is required of us now is a new era of responsibility -- a recognition, on the part of every American, that we have duties to ourselves, our nation and the world…”
Strategy:
An U.S. president's inaugural address is watched all over the world by people of all walks of life. Therefore, it's important that the president find common ground, use simple language and address opposing arguments.
The tone of the speech was set as serious and somber. Although the day of the inaugural was cold with sunny skies, early in the speech President Obama painted an overcast day using terms like, “gathering clouds” and “raging storms” (didn’t sound like a commemorative speech).
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President Obama’s inaugural speech (Cont'd)
ReplyDeleteWord Selection: (Grade: C)
There were too many harsh, negative words (and terms) used throughout the address. In the first three minutes, the words crisis- used twice- weakened, greed and irresponsibility; and terms like “collective failure,” “sapping of confidence,” “nagging fear,” set a gloomy mood.
Some words were chosen to indirectly state the president’s agenda and there were loads of underlying nuances in most of his sentences (for this, he deserves an A):
• We will restore science to its rightful place… (Translation: promote stem cell research)
• We will harness the sun and the winds and the soil to fuel… (Translation: end America’s dependence on oil as a main source of energy)
• But this crisis has reminded us that without a watchful eye, the market can spin out of control… (Wall Street, I am not going to spare you)
• As for our common defense, we reject as false the choice between our safety and our ideals (the camera cuts to former President Bush here, so I am going to skip the explanation… OK, fine. Patriot Act? Waterboarding? Guantanamo? There is a lot implied here.)
• They understood that our power alone cannot protect us, nor does it entitle us to do as we please. Instead, they knew that our power grows through its prudent use (Invading Iraq was a bully move.)
• …the tempering qualities of humility and restraint… guided by these principles once more, we can meet those new threats that demand even greater effort, even greater cooperation and understanding between nations (also known as diplomacy)
I’m sure you get the point.
Structure the Message for the Ear: (Grade: A)
President Obama’s inaugural speech included simple, clear and concise words that painted a mental picture for the listener:
• …patrol far-off deserts and distant mountains…
• … worked till their hands were raw…
• …the kindness to take in a stranger when the levees break
• It is the firefighter's courage to storm a stairway filled with smoke…
Tailor Remarks for the Audience: (Grade: B)
In terms of readability, the Flesch-Kincaid test revealed President Obama’s inaugural speech reading ease was 67.4, or 8th grade level. (Since I had to read it more than once to get the key points, either the speech was not effective or my reading level is below 8th grade. Ha!)
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President Obama’s inaugural speech (Cont'd)
ReplyDeleteGive Specifics: (Grade: C)
The president should have drawn more on specifics; he tiptoed around some key aspects such as:
• “And why a man whose father less than 60 years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath-” a dim reference to becoming the first African-American president of the United States.
• “Recall that earlier generations faced down fascism and communism not just with missiles and tanks, but with the sturdy alliances and enduring convictions.” (I have no idea what this pertains to.)
Keep it Timely and Short: (Grade: C)
Simply stated the speech is too damn long (like this post, I KNOW!) and not very memorable; there were no worthy quotes like “ask not what your country can do for you, ask what you can do for your country.” But there were some good attempts. Here is one of my favorites:
“To those leaders around the globe who seek to sow conflict or blame their society's ills on the West, know that your people will judge you on what you can build, not what you destroy.”
Gestures and Eye Contact: Grade A+
President Obama delivered the speech from memory. He made good eye contact and shifted his head angle from left to right frequently, addressing the whole assembly. He used his voice to pause and increased its pitch wherever it was appropriate to give emphasis:
(sightly yelling)
“…the God-given promise that all are equal, (pause) all are free, and all deserve a chance to pursue their full measure of happiness” while using his hands to pound (with a semi-closed fist where the tip of his index finger touches the tip of his thumb) into the air lightly.
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ReplyDeleteSome of America’s most memorable presidents have been great orators. Those with the gift of speech, such as Abraham Lincoln, Franklin D. Roosevelt, and John F. Kennedy leave lasting impressions upon us.
ReplyDelete“Fourscore and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal.”
“The only thing to fear is, fear itself.”
“And so, my fellow Americans: ask not what your country can do for you—ask what you can do for your country.”
These are just three quotes among many that resonate years after they were spoken because of the strength and beauty of the words used.
When John F. Kennedy delivered the last quote as part of his Inaugural Address, America was in a state of unrest. We were in the midst of the Cold War, which was exacerbated by an American U-2 spy plane being shot down and Cuba confiscating U.S. property worth hundreds of millions of dollars in addition to Americans still recovering from the recent wars.
Americans already knew before the inauguration that Kennedy spoke well. His performance against Nixon in their televised debate helped Kennedy win the election. But there was something different about this speech, something special. The words Kennedy delivered in his Inaugural Address are words that are remembered (even if the R’s in it disappeared with his thick Boston accent).
For those brief moments, how Kennedy tells America and the rest of the world his plan for the next four years keeps us riveted by doing the following:
- Kennedy uses his faith for emphasis, “For I have sworn before you and Almighty God”, “but from the hand of God”, “on earth God's work must truly be our own.” “Let both sides unite to heed in all corners of the earth the command of Isaiah—to ‘undo the heavy burdens ... and to let the oppressed go free.’" The use of religion strengthens his commitment by pledging to the public and to God.
- Use of personal words, “you” and “we” throughout. As Wilcox states, a speaker talks to listeners, not at them.
- Strong word selection. “We dare not forget”, not “we won’t remember”; “casting off the chains of poverty” not “removing poorness.”
- Poetic devices including alliteration, “to friend and foe alike”, “break the bonds of mass misery.”
- Varying sentence structures. A 40-word sentence is followed by a sentence comprised of six words.
- Repetition. Paragraphs 5-10 all start with “To” and paragraphs 15-18 begin with “Let both sides”
cont.
ReplyDelete- Lack of polysyllabic words. As the Boston Globe article points out, Ted Sorenson consulted great speeches in American history and found, like in Lincoln’s Gettysburg Address, that the speech contained shorter words. Due to this research, we now have “ask not” and not “question not.”
- Brevity. Another point the Boston Globe makes is that the Kennedy speeches Sorenson wrote were tight and not verbose. They were compelling without being drawn out.
- Parallelism. “we offer a special pledge—to convert our good words into good deeds—in a new alliance for progress—to assist free men and free”, “Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, in order to assure the survival and the success of liberty.” The use of parallelism and repetition creates a pattern of thought that’s woven throughout the speech.
- Personification. “Now the trumpet summons us again”
- Rhyming. “Let every nation know...that we shall oppose any foe”
- Visual imagery, “those who foolishly sought power by riding the back of the tiger ended up inside.”
- The delivery of the speech. Knowing where to pause, use a gesture for emphasis, Kennedy knew not only how to say a speech, but also perform it as well.
The speech laid out Kennedy’s hopes and plans for the country during his presidential term. It energized people in a time when they were in a state of sluggishness by including a call to action rather than just laying out goals for his presidency. The speech wasn’t only what Kennedy planned to do himself, but what Americans needed to do as well, “In your hands, my fellow citizens, more than in mine, will rest the final success or failure of our course.”
One part of the speech that resonated with me was “All this will not be finished in the first 100 days. Nor will it be finished in the first 1,000 days, nor in the life of this Administration, nor even perhaps in our lifetime on this planet. But let us begin.” These words seem prophetic and foreshadowing since Kennedy didn’t even get to complete his presidency. Despite knowing that he would not be able to accomplish all he attempted, he still knew there were tasks he and America had to begin.
With strong word selection, compelling messages and a great delivery, Kennedy’s (and Sorenson’s) Inaugural Address will always be considered one of the great American speeches of all time. A feat Sorenson always kept in mind when penning for Kennedy. The Inaugural Address is no mere speech, but a political poem filled with hopes, fears, and dreams that readers can relate and believe in. As history has a tendency to repeat itself, we can see that certain things in 1960 aren’t much different than in 2010. This is a speech that can inspire those who listen to it even today.
I’ve chosen to analyze Barack Obama’s Inaugural Address. Before I share my thoughts, I’d like to pose a question regarding Obama’s and JFK’s speeches. I placed the text of both speeches into word documents, and I prompted the Flesch-Kincaid grade level. JFK’s speech reads at an 11.4 grade level, while Obama’s reads at an 8.4 grade level. Why do you think the grade level has dropped so drastically over the past 48 years?
ReplyDeleteAlthough George W. Bush’s inaugural address read at a 7.5 grade level, his father’s speech read at a 6.1 grade level, making it the lowest score of all presidential inaugural speeches. Would you say the lower the score, the better? I agree that simplicity is crucial in reaching a wide audience; however, why then is JFK’s speech so memorable and renowned? Even Abraham Lincoln’s well-received Gettysburg speech read at a 10.1 grade level. Have we gotten less intelligent over the years, or have our attention spans shrunk?
Moving on to Obama’s speech, I thought it was constructed and delivered very well. The only downfall of the speech, in my opinion, is that it lacks a distinctly memorable phrase. JFK notably stated, “Ask not what your country can do for you; ask what you can do for your country,” and Martin Luther King, Jr. created the legendary line, “I have a dream.” I don’t believe any of Obama’s phrases will be quoted years from now. What do you think?
Professor Noltenmeier might say the downfall of Obama’s speech versus JFK’s speech is the passive sentence construction: Eleven percent of Obama’s speech is passive, yet only seven percent of JFK’s speech is passive.
Moving on to positive aspects of Obama’s speech, I noticed some great techniques throughout. First, Obama frequently grouped three items together:
-“Humbled by the task before us, grateful for the trust you have bestowed, mindful of the sacrifices borne by our ancestors.”
-“Homes have been lost; jobs shed; businesses shuttered”
-“Struggled and sacrificed and worked”
-“Birth or wealth or faction”
-“To spend wisely, reform bad habits, and do our business in the light of day”
I believe the repetitive technique unifies the speech; it creates parallelism. I also noted parallelism throughout the openings of his sentences, which also fused the speech elegantly:
-“So it has been. So it must be…”
-“On this day, we gather…” and “On this day, we come to proclaim…”
-“For us, they packed up...” and “For us, they toiled…” and “For us, they fought and died…”
-“This is the price and the promise of citizenship” and “This is the source of our confidence…”
The final technique I noticed was sharp contrast. I thought this technique clarified concepts and sharpened words:
-“Rising tides of prosperity and the still waters of peace” and “Gathering clouds and raging storms”
-“Know that your people will judge you on what you can build, not what you destroy.”
-“We will extend a hand if you are willing to unclench your fist.”
I admired how blunt Obama was in his speech. Right away, he acknowledges the ongoing troubles, including the war, the economy and the health care system. He ingenuously states that we are in a crisis, but he concludes that we will overcome these challenges:
“Today I say to you that the challenges we face are real. They are serious and they are many. They will not be met easily or in a short span of time. But know this, America. They will be met.”
This is empowering as it is, but Obama goes one step ahead. He reminds us of the struggles of the past through historical examples and how we’ve overcome those struggles. He really presents hope throughout his speech, which I believe is the ongoing theme.
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ReplyDeleteBoth Obama’s inaugural address and Kennedy’s inaugural address have all the elements for a great speech. Lucky for them, their speech writers had plenty of time to research the audience and the speaker. They usually know roughly how many people will attend; for Obama’s inaugural address, reports circulated that the crowd would number more than one million people and around 1.8 million actually attended. The crowd for JFK’s inaugural address was also around a million people. A vast knowledge of the audience and the speaker will help to develop the objective, method, and the strategy.
ReplyDeleteWilcox emphasizes that speeches should be structured for the ear. Both inaugural addresses use multiple rhetorical devices to emphasize their points. Parallelism is one example of this. In Obama’s speech, he repeatedly begins sentences with the words “for us” to describe the actions of our ancestors who laid the foundations of the country. In Kennedy’s inaugural address, he repeatedly uses the words “to those” to identify the US’s pledges following his inauguration.
Both speeches also use alliteration to emphasize their points. One example of this in Kennedy’s address is about halfway through when he says “Let both sides, for the first time, formulate…” In Obama’s address, one example is when he says “To the people of poor nations, we pledge…” This alliteration helps convey emotion and emphasis where needed.
As stated in Wilcox, speeches should put items in groups of three, use parallel structure and repeat key phrases throughout the talk. The rule of three can be seen in Kennedy’s speech when he says, “But neither can tow great and powerful groups of nations take comfort from the present course—both sides overburdened by the cost of modern weapons, both rightly alarmed by the steady spread of the deadly atom, yet both racing to alter that uncertain balance of terror that stays the hand of mankind’s final war.” In Obama’s address, the rule of three is used as he begins to talk about the way he will lay a new foundation for growth in the US. He says “we will build the roads and bridges, we will restore science to its rightful place, and we will harness the sun and winds and soil to fuel our cars.” Grouping items in threes creates emphasis on the issues the speaker is addressing.
Another literary device both speeches use is repetition. Both speakers repeat phrases within paragraphs, as well as repeat key messages throughout the speech. Both speeches express messages of unity, change and renewal. Both speeches use quotes to emphasize their messages. In Kennedy’s speech he uses a quote from Isaiah, and in Obama’s speech he uses a quote from Thomas Paine.
ReplyDeleteWilcox also emphasizes word selection. Personal pronouns, simple words and contractions are essential. Both speakers repeatedly use “we” to address the audience. This makes the speeches sound more conversational and addresses the listeners directly. Simple words are also used in both speeches; there’s no jargon and few polysyllabic words. This simplifies the speech and makes the messages clearer.
In the “tips for success” section of Wilcox, the book suggests including rhetorical questions. Rhetorical questions engage the audience because the audience automatically starts to think about the answer to the question. Obama’s address doesn’t include any rhetorical questions. Kennedy’s address, however, includes two powerful rhetorical questions towards the end of his speech. He asks, “Can we forge against these enemies a grand and global alliance, North and South, East and West, that can assure a more fruitful life for all mankind? Will you join in that historic effort?”
It’s also important to remember, however, that a great speech must be combined with powerful delivery for it to be most effective. Nonverbal communication is highly important. Pauses, intonation, and emphasis must all strike an appropriate balance. The video of Obama’s inauguration showed that he was enthusiastic, he made eye contact with the audience and he used gestures to support his words. It’s important for anyone giving a speech, but especially the president, to practice the speech repeatedly to perfect both the verbal and nonverbal elements.
According to Chapter 15 in Wilcox’s Public Relations Writing and Media Techniques, the first item a speechwriter must define is the objective of the speech. Some speeches have very specific objectives; for example, an executive may accept an award or a school official may welcome new students.
ReplyDeleteThe inaugural address, which is delivered by newly elected U.S. presidents just after taking the oath of office, has a broad yet powerful objective. The Web site for the U.S. Senate states that “[m]ost Presidents use their Inaugural address to present their vision of America and to set forth their goals for the nation.” Speechwriters strive to fit these ideas into a single presentation, which is then watched by millions. According to Nielsen, in 2009, over 37 million people viewed President Obama deliver his inaugural address, which is more than double the viewers for President Bush’s second term address.
In our textbook, Wilcox notes that speeches can inform, persuade, activate, celebrate, amuse, or entertain. An inaugural address should and can do many of these. The American public should be informed about the President’s intention, persuaded to believe in the President, and activated as supporters in the President’s ideas. The speech is also celebratory for those who already support the President, but should not be overly celebratory, as most leaders face somewhat daunting tasks beginning presidencies.
In comparing John F. Kennedy’s inaugural address with that of Barack Obama, it’s interesting to reflect on the length of speeches throughout history. William Henry Harrison comes in first place for the longest inaugural address at 8,445 words. In a tragic yet somewhat comical twist, Harrison died a month later from pneumonia, possibly from standing outside so long during the cold inauguration. In contrast, George Washington delivered the shortest speech for his second term inaugural address at only 135 words.
John F. Kennedy’s speech came in at 1370 words, and lasted 13-14 minutes. Barack Obama’s speech was 2479 words, and lasted a longer 21 minutes. While the length of President Obama’s speech is close to the average length of inaugural addresses, I wonder if the speech could have been a little shorter. Given that our attention spans seem to get shorter and shorter with every generation, it may have been wiser to trim the length by a few minutes.
(Continued)
ReplyDeleteIn terms of the language used in the speeches, both Kennedy and Obama’s speeches used powerful and vivid words. Wilcox recommends using descriptive verbs, which helps speechwriters to avoid using too many adjectives and adverbs that clutter the writing. Kennedy’s address included verbs such as abolish, pledge, renew, and formulate. Obama’s speech did not use quite as many descriptive verbs, but was able to paint the picture using words like reaffirm, toil, and sacrifice.
Obama’s speech did a nice job using other metaphors, as well. In one of the opening paragraphs, he said, “The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often, the oath is taken amidst gathering clouds and raging storms.” The elements of nature that all Americans can relate to illustrated the President’s point without him having to explicitly make a negative statement about the country.
On a slightly different topic, in business presentations, visual aids are widely used and can be beneficial in communicating important information or images. Today, children in middle school are learning how to use PowerPoint in order to be adequately prepared for college and the workforce. I don’t believe visual aids will ever make it into the Presidential inaugural address. Given the speech’s objective, the American people want to see their new President – not a slide deck – and may be more focused on the emotions evoked by the speech, not the bulleted message points.
I went through Kennedy’s speech and analyzed his word selection using the Wilcox checklist from page 407. Kennedy uses the personal pronouns “us” and “we” throughout his speech. He frequently says “we dare not”, “let us”, and “we pledge” which help create a pattern of thought for the audience. Towards the end he uses “you.”
ReplyDeleteThe speech uses long sentences regularly – although, to the speech’s credit , there are frequent pauses during longer ones. I found these sentences to be less effective than shorter sentences, which Wilcox prefers. As a listener it was difficult to stay focused. I found sentences like “The world is very different now,” or “Let us begin” to be more effective.
In my opinion the speech does not use bold verbs. That is not to say the verbs used are ineffective. I thought the phrase “before the dark powers of destruction unleashed by science engulf all humanity in planned or accidental self-destruction” is a good example. I think Obama’s speech user bolder ones.
The speech frequently makes comparisons and contrasts. There are comparisons between the U.S. and its foes, between the current generation and the founding fathers. There are contrasts between new states and small villages, sister republics and adversaries.
The speech does use strong imagery. There’s a great portion towards the end about the trumpet summoning the next generation of Americans to “bear the burden of a long twilight struggle, year in and year out.”
I would agree that even without using the Flesch readability formula the speech uses more sophisticated language than Obama’s. This is not always to the speech’s advantage. Take, for example, “And, if a beachhead of cooperation may push back the jungle of suspicion.”
But Kennedy’s speech has one line that is impossible to forget.
Wilcox mentions that an activating speech is designed to get the listener to do something. Kennedy’s “ask not …”, at the end of his speech, is one of the most famous calls to action ever. And it ties back to the beginning of his speech when he mentions how man holds the power to vanquish poverty and that the torch has been passed to a new generation of Americans committed to human rights. He specifically mentions “generation” in the beginning and the end.
The end of the speech provides a significant summary of what was said before. Every generation since America’s founding has been called to do something. Kennedy’s generation is called upon to fight tyranny, poverty, disease, and war itself. Doing so, they can light the world. I thought this was a great way to tie all of his key messages together.
A large portion of the speech speaks directly to America’s adversaries and is effective. The speech suggests that “both sides begin anew the quest of peace.” It later says “So let us begin anew – remembering on both sides that civility is not a sign of weakness.” While the speech is brief it deliberately hammers its key points with repetition.
Kennedy addresses the fears that many Americans have and lays out a course of action to deal with our adversaries. He illustrates what can happen if peace is not achieved not to scare his audience but to highlight the gravity of the situation.
He closes this portion by stressing cooperation between the U.S. and its foes. He urges them to “invoke the wonders of science instead of its terrors” – an effective contrast. This was an appropriate time to quote scripture and Sorenson uses a good verse from Isaiah to make a point about unity.
Overall I thought this was a good speech. It was wordy at times, but I admire the way it was structured and organized. It truly comes full circle – something that I thought Obama’s speech didn’t do as well. Fitting though that they both end with references to God’s blessing.
What impressive analyses of the two speeches and application of the Wilcox chapter. Thank you for your hard work and clear and creative thinking. The writing's good, too. Hmm. Maybe Elba should grade each of them. You all cite good examples: grade level, metaphors, word choice, parallelism, repetition, sentence length, the rule of three and so forth. We'll review your posts tonight after Peter Grefrath's guest lecture. See you later.
ReplyDeletecontinued...
ReplyDeleteBody:
• Present evidence that leads to the conclusion: “Let every nation know…we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, in order to assure the survival and the success of liberty.” This quote provides evidence that America is ready to take action and create change no matter what it takes.
Conclusion:
• Point out what it means to the audience. “Ask not what your country can do for you—ask what you can do for your country.” This is a direct address to the people and as a call to action provides the audience with the inspiration to take initiative.
Word selection:
The Flesch-Kincaid readability index revealed that this speech reads at an 11.4 grade level.
• Use personal pronouns- This speech frequently uses the pronouns I, our, we, us, and you. It shows that the speaker is speaking directly to the audience and is raising a call to action.
• Use simple words- The speech mainly uses monosyllabic words but some of the words are not simple enough for the average reader/listener. E.g. asunder, belaboring.
• Use questions-This engages the audience. E.g. “Can we forge against these enemies a grand and global alliance, North and South, East and West, that can assure a more fruitful life for all mankind? Will you join in that historic effort?”
I find it interesting that this reads at such a high grade level. Clearly this is what the formula has determined however I do not agree. Through the use of pronouns, active voice, and simple monosyllabic words, I think this speech is easy to read and understand.
Structure the message for the ear
• Restates the basic points and summarize the general message through repetition and parallelism. These two techniques create emphasis on certain points of the speech. It also makes these points memorable.
o “let both sides”
o References to God
o “to those old allies… to those new states… to those nations”
o “we pledge”
Memorable sound bites
JFK’s speech was one of the more memorable inauguration speeches primarily because of the simple sound bites found throughout.
• “The torch has been passed to a new generation of Americans.”
• “This much we pledge—and more.”
• “Ask not what your country can do for you—ask what you can do for your country.”
• “Let every nation know...that we shall oppose any foe.”
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ReplyDeletePresident Kennedy and President Obama’s inaugural speeches date 48 years apart. However, some of the challenges they both faced as they assumed presidency of the U.S. share common themes. National security is one issue that both presidents addressed. The threat has changed faces; 48 years ago it was communism and today is extremist Muslims. But the importance of the issues has shifted; president Kennedy’s Goliath was the spread of communism to his backyard. President Obama’s is a depressed economy. President Kennedy was is the dawn of a rising post-war economy. President Obama finds himself in the eye of an unresolved conflict for which Americans are paying a sky-high price.
ReplyDeleteThe fact that both presidents are democrats sets for ideological alignment and approach. A common element in their style is anaphora or words repetition. President Kennedy use “let” to emphasize his message:
“Let the word go forth from this time and place, to friend and foe alike, that the torch has been passed to a new generation of Americans…”
“Let both sides explore what problems unite us instead of belaboring those problems which divide us.”
“Let both sides seek to invoke the wonders of science instead of its terrors.”
“Let both sides unite to heed in all corners of the earth the command of Isaiah…”
President Obama recurred to “our” and “for us”:
“Our workers are no less productive than when this crisis began. Our minds are no less inventive, our goods and services no less needed than they were last week or last month or last year. Our capacity remains undiminished.”
“For us, they packed up their few worldly possessions and traveled across oceans in search of a new life. For us, they toiled in sweatshops and settle the West, endured the last of the whip and plowed the hard earth. For us, they fought and died in places Concord and Gettysburg; Normandy and Khe Sahn.”
Both speeches use Aristotle’s ethos, logos and pathos approach. They use ethos to set the ground, logos to set the argument and the pathos to set the emotional connection with their audience.
The strongest sentence and one that probably has been the most quoted is: “And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country.” President Kennedy achieved to engage the public and transcend history with his calling. He compelled Americans to trust themselves and take an active position. The lack of a memorable quote doesn’t refrain president Obama’s speech from delivering strong, concise and memorable message. He also called for Americans to take an active role in the following paragraph:
ReplyDelete“The instruments with which we meet them may be new. But those values upon which our success depends — honesty and hard work, courage and fair play, tolerance and curiosity, loyalty and patriotism — these things are old. These things are true. They have been the quiet force of progress throughout our history. What is demanded then is a return to these truths. What is required of us now is a new era of responsibility — a recognition, on the part of every American, that we have duties to ourselves, our nation, and the world, duties that we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character, than giving our all to a difficult task.”
Another resource used in Obama’s speech the Rule of Three that allowed the President to clearly express his most important ideas, emphasize on them and make them memorable. A few examples of this are:
“Humbled by the task before us, grateful for the trust you have bestowed, mindful of the sacrifices borne by our ancestors.”
“Homes have been lost; jobs shed; businesses shuttered.”
“ Struggled and sacrificed and worked”
“We must pick ourselves up, dust ourselves off, and begin again the work of remaking America”
“To spend wisely, reform bad habits, and do our business in the light of day”
“The justness of our cause, the force of our example, the tempering qualities of humility and restraint.”
In terms of delivery, I think that president Kennedy showed a stronger energy than president Obama. Obama had distinguished throughout his campaign as a compelling and engaging speaker but, in my opinion, his inaugural speech was dynamism deprived. Both Presidents share high popularity and represented new promises, Kennedy was the first president born in the century we was going to govern and Obama the first president form a minority origin.
ReplyDelete“Let the word go forth from this time and place, to friend and foe alike, that the torch has been passed to a new generation of Americans—born in this century, tempered by war, disciplined by a hard and bitter peace, proud of our ancient heritage—and unwilling to witness or permit the slow undoing of those human rights to which this.” President Kennedy.
“This is the meaning of our liberty and our creed — why men and women and children of every race and every faith can join in celebration across this magnificent mall, and why a man whose father less than sixty years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath.”
President Obama.
It seems like president Kennedy was calm and thrilled by his role and president Obama’s was serene but overwhelmed.
A few of the people who have commented thus far have addressed the oratory skills of Kennedy. I have to agree that he was a great speaker. Not only were his presentation skills admirable, but the tone and cadence of his speeches kept attention.
ReplyDeleteThis speech is his inaugural address. The objective is clearly defined. He is accepting the presidency and establishing the tone of his term. The speech has certain undertones that I think are important to address. Kennedy took office in the middle of two significant events, the Civil Rights Movement and the Cold War.
In the first paragraph of his speech, he says that is its not a victory, “but a celebration of freedom—symbolizing an end, as well as a beginning—signifying renewal, as well as change.” Kennedy was an advocate of the Civil Rights Movement and I think that even those couple of lines explicitly states how he feels about what he can accomplish. He continues further to say, “the belief that the rights of man come not from the generosity of the state, but from the hand of God.”
With that statement he references the Declaration of Independence and the famous line, “that all men are created equal, that they are endowed by their Creator with certain unalienable Rights..." When I read through his speech a second time with in the context of what was going on in America, I was really moved.
Kennedy knew that he was speaking to America, but he was also speaking to her adversaries. For example, “Let every nation know, whether it wishes us well or ill, […] support any friend, oppose any foe, in order to assure the survival and the success of liberty.”
I also found this line a direct attack on the communist nations of the time: “and to remember that, in the past, those who foolishly sought power by riding the back of the tiger ended up inside.” It’s a subtle, yet very powerful threat to those in support of communism.
Moving on to the structure aspect of the analysis, I think it was on point.
I agree with Mike that the sentences are lengthy when read. Kennedy does a superb job of getting into a rhythm and this allows for a cadence that is easily followed. Wilcox noted that you write a speech for the ear, and I think Kennedy had this in mind when he delivered the speech.
The cadence also allows for repetition. Yes, he repeats words such as God and “friend and foe,” but also the sentences are structured for repetition. Many of them have great balance and symmetry that pleases the ear. For instance, “the instruments of war have far outpaced the instruments of peace.” He is also consistent in how he begins sections of the speech.
I think he moves the listener through the speech as well. By using the “To…” and “Let both sides…” the listener knows that the idea is progressing. When he changes the beginning of his sentences, we know that the idea and subject has changed. He also uses “finally” to signify a change of topic and then lead into the conclusion.
Kennedy chooses not to address the fact that he, and not Nixon, won the presidency. He instead sets a firm, optimist and resilient tone for the next four—sadly three—years. In this one inaugural speech, Kennedy managed to say one line that resonated with Americans over the past 40 years- “ask not what your country can do for you—ask what you can do for your country.”
In a new millennium, surrounded by iPhones and laptops and in the midst of global hostility and inhumanity, Kennedy’s speech applies today. Not only is that indignation of importance of his message, but also how important it is to remember the message until it is seen through.
Analyzing Inaugural Speeches in the Context of Public Relations
ReplyDeleteI think President Kennedy’s speech is excellent. It inspires the public to have pride for what the U.S. stands for and take responsibility for its future. At the same time, his words send a clear message to the Soviet Union: the U.S is not backing down in its defense of democracy. I think Kennedy’s objective is to emphasize what his new government supports–freedom, social progress, peace and reducing world poverty. The speech accomplishes his objective while staying within the common structure for public speeches. Below is Kennedy’s inaugural speech analyzed in the context of Wilson’s tips on speechwriting.
Elements:
1. Opening
Follows:
- Grabs audiences’ attention, “we observe today not a victory of party but a celebration of freedom”. This is a strong declarative statement. It is clever to put his election win in this context
- The lead establishes the topic and the direction in addressing it. Kennedy positions his election win in a broader perspective on U.S. and international politics, economics, social issues and human rights
2. Body
Follows:
- Key messages are clear.
- The three main points are:
A) Commitment to fighting for liberty at all costs and uniting with those who share this value
B) Focus on the issue of world poverty
C) America will not be intimidated by nuclear weapons. It will remain in control of the Western hemisphere and take action for peace.
D) U.S. citizens must evoke national loyalty for us to succeed in our goals
- These basic points are restated throughout the speech, following the advice to: “Tell them what your going to tell them, tell them, and tell them what you have told them.”
Doesn’t follow:
- Discusses general issues without giving specific solutions
- Ex. Identifies world poverty as a major problem and he offers the solution “ we pledge our best efforts to help them help themselves…”
- All assertions about the state of U.S and world affairs are generalized with no specific facts, figures, or quotes to back up the claims
- States statements that are self-evident
Note: I don’t think breaking the “rules” on not to generalize is a weakness in this speech. I think it is appropriate in this type of address to state broad goals without giving detailed solutions. The point of the acceptance speech is not to provide an outline of exactly what the government plans to do. This would be politically dangerous.
3. Conclusion
Follows:
- Ends strong, evoking an stimulating statement “ask not what your country can do for you--ask what you can do for your country.”
- Summarizes one of the main points “let us go forth to lead the land we love, asking His blessing and His help, but knowing that here on earth God's work must truly be our own.”
Doesn’t follow:
- No summary of his key message points about his governments goals: fight poverty, defend freedom and stand strong against cold war opponents
4. Wording
Follows:
- Uses personal pronouns “you” and “we”
- Avoids jargon, modifiers and empty phrases
- Uses simple, concise words
5. Style
Follows:
- Includes rhetorical questions -- “Can we forge against these enemies a grand and global alliance, North and South, East and West, that can assure a more fruitful life for all mankind? Will you join in that historic effort?”
- Uses vivid language for example: “the glow from that fire can truly light the world”
- Makes points stronger with parallel structure- he says “we pledge” before stating each government directive and “let both sides” when addressing the opposing states in the cold war
- Compares and contrasts current society with civilization at the time of the founding fathers
- Uses metaphors – “in the past, those who foolishly sought power by riding the back of the tiger ended up inside.”
President Obama’s speech is also well written. He describes America as in an extreme state of crisis, which stresses the challenges he as the next president must face. He paints a depressing picture of the current circumstances then raises the audiences’ spirits by discussing what makes America great and how everyone can work together to remake America. His objective is to state the numerous problems that need to be fixed and show his government will make the effort to change things but it will take time.
ReplyDeleteTo avoid being repetitive, I will go through the similarities and differences between President Obama’s and President Kennedy’s speeches, rather than writing another analysis using Wilcox’s guidelines.
Similarities with Kennedy’s speech:
- References to America’s history and the nation’s founding fathers
- Adding strength to statements by using g-d as the inspiration for taking action
- Pledge to help reduce world poverty
- Defense of democracy and its ideologies (freedom, prosperity, pursuit of happiness)
- Stand strong by ideals with the ultimate goal of peace
- How vital it is for citizens to unite and have confidence in government
- The need for the people to act, in addition to the government, for America to progress
- Use of imagery and vivid language
- Strong verbs, metaphors and parallel structure
Differences from Kennedy’s speech:
- Identifies specific problems (instead of general issues) the government needs to deal with. For example: “Homes have been lost; jobs shed; businesses shuttered. Our health care is too costly; our schools fail too many; and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet.”
- Provides concrete examples of actions his government will take to fix the issues, “not only to create new jobs, but to lay a new foundation for growth. We will build the roads and bridges, the electric grids and digital lines… wield technology’s wonders to raise health care’s quality and lower its cost. We will harness the sun and the winds and the soil to fuel our cars and run our factories…”
- Quotes an expert in the field -- “the father of our nation,” to show similarities between the hardships of the past with the present.
- Double the length so goes into greater detail about current affairs, virtues of American citizens, and how the government will move forward.
It is remarkable to see the common themes between the two men’s speeches. Both served their parties well, giving a persuasive speech on how their governments will work to change things for the better. They said it themselves, these efforts take time, what they neglect to mention is just how long-term it turns out to be.
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ReplyDeleteThank you all for your thoughtful and well-written posts. You seem to like blogging. Why not? Continue to blog if you wish. I'll send you another assignment by e-mail in the meantime. It'll basically be a primer for our annual report/CEO's letter exercise next week.
ReplyDeleteReview the annual report writing handout I gave you (Elissa, the file's under Course Documents) and revisit the Memorial Sloan-Kettering online annual report (mskcc.org) and the GE annual report (ge.com). Read the CEOs' letters; those are what you'll write in a corporate communication department. (Be fearless!)
We'll review the letters in class next week.
For now, blog if you must.