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Kennedy and
Barack Obama’s Speeches
[PP: 129-136]
Milad Harandi
Yazd University, Iran
Hossein Jahantigh
Yazd University, Iran
ABSTRACT
Political language is marked with the feature of persuasiveness and is starkly different from
the ordinary language through the application of rhetorical figures. In fact, it differs substantially from
ordinary language in terms of using vocabulary, structure and tone of voice which are considered the
fundamental tenets of persuasive language. In this respect, the aim of this paper was to find out how
Critical Discourse Analysis (CDA) plays a vital role in unraveling the hidden ideas by scrutinizing the
presence of power in political speeches through undertaking a rigorous scrutiny of the speeches of two
of the former presidents of the USA and distinguishing them from daily speeches of common people.
To this end, five speeches by John F. Kennedy and Barack Obama, two of the former presidents of
USA, who have been able to move a large audience to support their campaigns by employing rhetorical
language were analysed. The findings revealed that the success of these two presidents lies in their
manipulation of different linguistic and literary devices, such as parallelism, euphemism, alliteration
and metaphor to set forth their ideas. The results also implied that the presidents’ special discourses
have enabled them to reinforce values dear to American society such as: unity, the sense of bond, and
nationalism in their electoral campaigns and afterwards in their administration.
Keywords: CDA, Kennedy, Obama, Persuasive Language, Parallelism, Euphemism, Alliteration,
Metaphor
ARTICLE The paper received on Reviewed on Accepted after revisions on
INFO 28/06/2017 30/07/2017 16/10/2017
Suggested citation:
Harandi, M. & Jahantigh, H. (2017). Use of Persuasive Language to Coax the Audience: A Study of John F.
Kennedy and Barack Obama’s Speeches. International Journal of English Language & Translation Studies.
5(3). 129-136.
most influential books in the field: Political particular part of the speakers’ message and
Discourse Analysis (2012) and The make it stand out from the rest of the
Discourse of Politics in Action (2009). speech, the study showed that Obama used
Thus, the present study is an attempt to parallelism skillfully to make his speeches
reveal the workings of power ideology in stick to the audience’s minds. With this
the speeches of the presidents to show how brief background, the current paper focuses
ideology dominates discourse and how on John F. Kennedy and Barack Obama’s
rhetorical language is applied to serve as a speeches to understand why they are
means for that ideology. construed as indelible speeches by finding
2. Literature Review some literary devices namely: Parallelism,
CDA is one of the realms of Euphemism, Alliteration and Metaphor.
linguistics which has been welcomed by a 3. Theoretical Framework
large number of linguists. It is deemed as The study is basically guided by and
one of the effective schools which offers is based on the principles of CDA-Critical
materials to investigate different concepts discourse Analysis. The CDA approach was
such as ideology, discourse and other utilised to analyse the pronouns in Obama’s
manipulative factors like tone of voice, speeches and link them to the ideology of
grammar and lexicon. In this respect, power. Chomsky’s (2004) Language and
myriad experimental works have been Politics also found the theoretical
conducted regarding various aspects of framework for this study.
CDA. Mansouri Nejad, Mahfoodh and Parallelism, as the first prominent
Pandian (2013) undertook a collaborative element of political speech to coax the
research in which they focused on the audience, based on Fox (2014), is used to
investigation of the active and passive render a speech which is “regularly
representation of Israeli and Palestinian balanced in construction” and is more
actors in George W. Bush's political pleasant to listen to (p. 24). Fox (2014)
discourse. Active representations of analyzed the application of parallelism in
Palestinian people implied that they were religious speeches, which are in the same
the real agents of all misfortune and agony line as political speeches analyzed here,
in their own country. As they were since both undertake to move the audience
passively represented, it could be suggested to the desired effect of the elocutionist by
that Palestinian people themselves were not being more appealing to their ears.
capable of building their own country; Likewise, Alliteration also has similar
instead, it was the developed countries effect on the audience by being melodious.
which should lay the foundation for them. According to Allen (2008), alliteration is
In sum, their study sought to establish easy to remember, “You hear it and carry it
grounds whereby the relation between a text around” (para. 17). Metaphor according to
and the situation of its production can be Penninck (2014) is a highly useful
more discussed i.e. the political situation of rhetorical figure used in “crisis discourse”
the president was supposed to determine the and can affect “thoughts and perceptions”
pragmatic structure of speech. of the audience, especially when used by
Additionally, there was another politicians (p. 2). Therefore, Kennedy and
study (2008) carried out by group of Obama try to create a cozy atmosphere of
researchers from Hogskolan Dalarna bond and intimacy with their audience by
University. It focused on the application of referring to America as “home,” which
pronouns and how they effectively shows how metaphor can be used at the
influenced Obama’s speech. The paper service of politics to affect the feeling of the
focused on the concept of parallelism, audience and to win their vote and/or
which is one of the contributing elements of support. Euphemism is also used in political
the present study, and shows how it helped discourse, since, by the use of euphemism
Obama to leave an impressive influence on the speaker tries his best to be polite enough
his audience. It was also found that the use before the people’s eyes, as they will
of pronouns ‘I’ and ‘You’ connotes a high definitely form some judgments at the very
degree of intimacy or solidarity. beginning. McCutcheon and Mark (2016)
Furthermore, the use of ‘We’ increases the traced the use of several figures used in the
intimacy between ‘I’ and ‘You’ and helps to political jargon, among which Euphemism
create a feeling that the listener and the was important. They accentuated several
speaker are in the same team. Regarding the cases of euphemism in the presidential
concept of parallelism i.e. the repetition of candidates and presidents’ speeches which
equal elements to draw attention to a show the frequency of the use of this figure
Cite this article as: Harandi, M. & Jahantigh, H. (2017). Use of Persuasive Language to Coax the Audience:
A Study of John F. Kennedy and Barack Obama’s Speeches. International Journal of English Language &
Translation Studies. 5(3). 129-136.
Page | 130
Use of Persuasive Language to Coax the Audience: A Study of… Harandi Milad & Jahantigh Hossein
in the political jargon and its effectiveness. price, bear any burden, meet any
A case in point is the use of the word hardship, support any friend, oppose any
“counterproductive” instead of “stupid,” foe to assure the survival and the success of
and explained that it is often “used in a liberty” (at 3:37). It is presumed that he
diplomatic context to criticize foreign used parallelism in this case to show all the
policy actions without sounding overly nations what he would do to propel America
blunt” (p. 67). This research is following in to the acme of power and success.
their footsteps to find the same application Moreover, he placed the emphasis through
of euphemism and its effect in its case parallelism on all the mentioned activities.
study. By hearing the same structure over and
3.1 The Data of the Study over, one may unconsciously give his
The data for analysis in the present attention to the speaker.
study were two speeches by Kennedy, his Serving different purposes,
1961 Inauguration Speech and 1963 Peace parallelism is divided into various types.
Speech. Obama’s two victory speeches of Syncrisis and Homeoteteuton are the two
2008 and 2012 besides his 2013 speech well-documented kinds of parallelism
entitled Taking Control of America’s which have been observed in persuasive
Energy Future also formed the other data speeches especially political ones. The
used for analysis. All the extracts were former is utilized for the intention of
taken from the video files of these speeches conveying comparison and contrast and the
downloaded from YouTube. The emphasis latter, in some ways, is related to
is on the employment of the aforementioned morphology i.e. it gives rhythm to the
rhetorical devices in the enumerated speech and makes it memorable.
speeches by watching the video files and 4.1.1.1. Syncrisis
writing the most important parts down for Parallelism has been employed for
analysis. The reason for the choice of these different purposes. It has distinctive names
speeches was that they elucidated the use of regarding its specific use. When it comes to
persuasive language in the selected political comparison and contrast, it serves the name
speeches. syncrisis (/ˈsɪŋ krə sɪs, ˈsɪn-/). Writers and
4. The Data Analysis speakers, especially politicians, utilize it
4.1. Features of John F. Kennedys’ when they want to magnify the contrast
Speeches between opposing ideas. Syncrisis assists
4.1.1. Parallelism the politicians to make some tremendous
There are numerous devices to make differences while they are comparing two
one’s speech unique. Politicians are making different periods in the history of one
desperate attempts to make their speeches country. The change will be easily
persuasive; by the same token, they strive to comprehended when there are two different
coax their audience through their way of ideas in a single sentence.
presenting. Parallelism, as a rhetorical Treating the affluent and indigent
figure, is defined by Richards and Schmidt population of the USA, JFK, in his
(2013) as “a sentence containing words, inauguration speech (1961), made use of
phrases, clauses or structures which are syncrisis through mentioning these two
repeated” (p. 419). In the words of Thomas contrasting groups of people together: “If a
et al. (1999), it is one of the most free society cannot help the many who are
outstanding devices used by politicians so poor, it cannot save the few who are rich”
as to “draw attention to a particular part of (at 5:57 ). Kennedy postulated that if a
their message and to make it stand out from government does not pay attention to the
the rest of their speech” (p. 51). JFK, the poor whose population is much more than
35th president of USA who was appreciated the rich, it will lose those wealthy ones. Not
by both people of that time and the present to mention, the use of syncrisis is
time for his eloquence, used parallelism in accentuated by the two phrases “the many”
his speeches. His style of speaking has been and “the few.”
welcomed warmly by both linguists and 4.1.1.2. Homeoteleuton
non-linguists. To render a catchy example, The other type of parallelism is
he used this device on his presidential Homeoteleuton (/ˌhoʊ mi oʊˈtɛl yəˌtɒn/)
inauguration which was held on January 20, which is somehow related to morphology.
1961. This dates back to more than half a When a speaker or a writer uses
century ago. JFK used a special kind of homeoteleuton, he puts the same ending for
parallelism in the following extract, i.e. V. his words or even his phrases. It strikes a
+ any + N: “Let every nation know, whether balance between the concepts of the speech
it wishes us well or ill, that we shall pay any and makes it a rhythmic one which triggers
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Volume: 05 Issue: 03 July-September, 2017
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International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460
Volume: 05 Issue: 03 July-September, 2017
Cite this article as: Harandi, M. & Jahantigh, H. (2017). Use of Persuasive Language to Coax the Audience:
A Study of John F. Kennedy and Barack Obama’s Speeches. International Journal of English Language &
Translation Studies. 5(3). 129-136.
Page | 132
Use of Persuasive Language to Coax the Audience: A Study of… Harandi Milad & Jahantigh Hossein
thanks” (at 1:06). The words “color” and the pavement or picked up the phone.
“creed” are not instantly adjacent to each Whether you held an Obama sign or a
other, there is an “or” in between. JFK Romney sign […]” (at 4:25). Three phrases
intended to make his words more emphatic – “whether you …” - illustrate that the
to show that everyone, no matter what color sentences are of equal importance, and
his skin is nor what he or she believes, can Obama does not want to use discriminatory
attend this university. Of course, he had speeches even against his presidential rival.
other options than the word “creed,” such as 4.2.1.1. Syncrisis
religion, faith, and belief, but he Like Kennedy, Obama used this
deliberately used it to match the word device artistically at the beginning of his
“color” to prolong the effect of his speech victory speech in 2012: “The spirit that has
on the audience. lifted this country from the depths of
4.1.4. Metaphor despair to the great heights of hope” (at
Metaphor, as defined by Abrams 3:12). In this extract, “the depths of despair”
and Harpham (2009), is a kind of rhetorical and “the great heights of hope” are in
figure in which “a word or expression that contrast with each other. Dexterously
in literal usage denotes one kind of thing is appreciating people’s cooperation, Obama
applied to a distinctly different kind of is going out of his way to make people
thing, without asserting a comparison” (p. recollect their abysmal bygone era and to
199). Metaphor is occasionally mistaken promise them a satisfying and promising
with Simile. The latter simply asserts that future by the adroit use of the same structure
something is similar to something else while giving opposite notions.
while the former postulates that something 4.2.1.2. Homeoteleuton
is something else. Metaphor, in political To take Barack Obama’s first
usages, lets politicians speak indirectly victory speech in 2008 into consideration,
about something. As Thomas et al. (1999) one will fathom out that he has used several
assert, “A frequently appearing metaphor past tense verbs ending in –ed in one
for the economy in political discourse is sentence: “and from the millions of
economy as machine” (p. 46). A very Americans who volunteered and
notable and common example of metaphor organized and proved that more than two
in political speeches is the use of “home” centuries later […]” (at 8:81). The
referring to a country. This helps the application of three regular past verbs in a
interlocutors have the feeling that their row can account for homeoteleuton. This is
country is exactly like their home and they rarely found in daily speech, whereas, a
can feel free and comfortable there. This politician is aware of the ringing sounds of
can quite obviously be observed in the such structures in the ears of his audience.
following examples: 4.2.2. Euphemism
Attempting to promulgate the idea The other example has been
of respecting everyone’s right, JFK in his observed in Obama’s (2012) victory
(1961) Inauguration Speech declared the speech. He was trying his best to tell the
following lines: public that they ought not to be merely
Let the word go forth from this time hopeful; they are to help the government to
and place, to friend and foe alike, that the move forward. He puts his thoughts into
torch has been passed to a new generation of words in this way: “I am not talking about
Americans--born in this century, tempered blind optimism, the kind of hope that just
by war, disciplined by a hard and bitter ignores the enormity of the tasks ahead or
peace, proud of our ancient heritage--and
the road blocks that stand in our path” (at
unwilling to witness or permit the slow
undoing of those human rights to which this 20:49). Obama used “optimism” which is a
nation has always been committed, and to word with positive connotation, and by
which we are committed today at home and using the collocation “blind optimism” he
around the world. (at 2:45) meant a kind of optimism that one is merely
4.2. Features of Barack Obama’s Speeches hopeful and does not make any endeavor at
4.2.1. Parallelism all.
By way of illustration, one 4.2.3. Alliteration
considers these lines of Obama’s victory Obama, like other successful
speech in 2012 which are perceived as politicians before him, has employed
parallelism at phrase. He endeavors to different forms of alliteration in his
demonstrate the equal importance of the speeches as a figure of emphasis which
phrases to the audience: “Whether you sounds melodious to the ear and at the same
voted for the very first time or waited in line time has a memorable effect on the
for a very long time. Whether you pounded audience. In fact, it is not merely “what” he
International Journal of English Language & Translation Studies (www.eltsjournal.org ) ISSN:2308-5460
Volume: 05 Issue: 03 July-September, 2017
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International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460
Volume: 05 Issue: 03 July-September, 2017
says which is important, but “how” he says are talking about difficult situations they
is of more significance and effect. have already passed or the ones that they
4.2.3.1. Immediate Juxtaposition may encounter in future. This device is
A catchy example of immediate clearly observed in Obama’s (2012) Victory
juxtaposition alliteration, in which the same Speech where he was trying to raise the
initial consonant sounds follow each other people’s hope:
in a row, can be taken out from Obama’s But all of you are family. No
victory speech which was held in New York matter what you do or where you go from
and was welcomed by an unimaginable here, you will carry the memory of the
amount of audience: “that provides plenty history we made together. And you will have
of fodder for the cynics who tell us that the lifelong appreciation of a grateful
president. Thank you for believing all the
politics is nothing more than a contest of way – to every hill, to every valley. You
egos or the domain of special interests” (at lifted me up the whole day, and I will always
9:06). In these lines, the use of “provide” be grateful for everything that you’ve done
and “plenty” initiating with “P” is and all the incredible work that you’ve put
considered as immediate juxtaposition as in.” (at 8:12)
there is no other word between these two Obama, adroitly, considered the
words. Likewise, the practice of saying people of America a united family in which
“fodder” and “for” beginning with “F” is they have a clear goal for which they are
also perceived as immediate juxtaposition. moving forward. More to the point, he
4.2.3.2. Non-Immediate Juxtaposition utilized “hill” and “valley” metaphorically
Furthermore, non-immediate in his speech to show the difficulty of his
juxtaposition can be found in Obama’s recently-passed way and to thank people for
(2012) Victory Speech when he was not leaving him alone. He may have wanted
thanking those who voted for him: “whether to express his thoughts of upcoming
you pounded the pavement or picked up difficulty by saying like this. The general
the phone” (at 4:47). The words “pounded,” opinion is that he used both metaphor and
“pavement” and “picked” all begin with euphemism to make his speech interesting
“P,” yet “the” and “or” between them make and attractive.
them a non-immediate juxtaposition 5. Findings and Discussion
alliteration. To sum up, provided that one This study elucidates the usage of
desires to make his speech rhythmic rhetorical figures in great speeches like
through repeated sounds, he/she is presidential ones such as Obama’s and
recommended to make use of alliteration JFK’s. These two former presidents of the
which is believed to make the speech USA had a tactical manipulation of rhetoric
memorable and evocative; therefore, it is which helped them to achieve the final
facilitated for the audience to recall the purpose which they might convince the
ideas better. public to believe and support their ideas and
4.2.4. Metaphor take part in their electoral campaigns. Apart
Another outstanding example of from abiding by the rules of grammar and
metaphor can be taken from Obama’s lexicon which are mandatory, there are
speech on his Final Press Conference of other aspects of language which are rather
2013 while he was making his speech at the concerned about the tastes of the speaker or
White House. He said, “And just this week, writer i.e. the use of rhetorical figures. The
we learnt that for the first time in nearly two findings of the present survey indicate that
decades, the United States of America now by the adroit use of the aforementioned
produces more of our own oil here at home devices one can make an unforgettable
than we buy from other countries” speech and be able to coerce the audience
(America's Energy Future, at 00:56). He into doing what they are not aware of, like
used “home” in his speech referring to the voting for a specific person or accepting
United States of America. He used this one’s ideas without questioning them.
concept to show the American citizens that Table 1 and Figure 1 show in detail the
the United States of America is like their frequency of the use of each feature in the
home; it is safe and sound. Besides, he two selected presidents’ speeches:
wanted to show the other people that the Table 1: Frequency of the use of each feature in
American people are living as much warmly the two selected presidents’ speeches
as they do at their own homes.
Moreover, Metaphor is immensely
used in the victory speeches of almost all
presidents. It is artistically used when they
Cite this article as: Harandi, M. & Jahantigh, H. (2017). Use of Persuasive Language to Coax the Audience:
A Study of John F. Kennedy and Barack Obama’s Speeches. International Journal of English Language &
Translation Studies. 5(3). 129-136.
Page | 134
Use of Persuasive Language to Coax the Audience: A Study of… Harandi Milad & Jahantigh Hossein
Cite this article as: Harandi, M. & Jahantigh, H. (2017). Use of Persuasive Language to Coax the Audience:
A Study of John F. Kennedy and Barack Obama’s Speeches. International Journal of English Language &
Translation Studies. 5(3). 129-136.
Page | 136