‘ : : : uiatp a¥poynowpe noads 2x S90p mou ‘Spaatt Bun>yuos aaey SaPUsqPre WOIOATP ST ‘peur Butaq are supe qeuss 3yjoads vey souDIpH | 11a ypoeds arp ti ptmnoxB dourisoo rex “22Ua4pNe 2qRSOW © 20 aor trom sjariog sea souatpne AppUAL © 104 aoupipme daeusd ayy so apmanze arg posapisuos Appienbepe | 268, 207% id ang soe EM, ous (PHIM. SaL7ad SINILLSCHAPTER 4 said. When?” [Not much time for research when you're typing as fast as you can, pull a draft from the printer, and racing up the back stairs of the Capitol ang of fe. But political speeches often need to get done yesterday. The speed of political life is one reason why political speechwiters should ignore much of ‘what traditional speech texts urge when it comes to research: selecting 2 investigating diferent views, and evaluating every source for VCR ‘unimportant it is essential in political life, and much of what the textbooks urge gets done by someone, at some po! 1 by the person writing the spec ‘This chapter covers the three main things political speechwriters need to explore regarding research: The event The ideas, The poetry It suggests what you should Jook for, and where to look for it. This s pa of the overall point of this book: helping vou think the way the best political speechwriters think, see the way they see, and do what they do. And one thing, political speechwriters quickly learn is that the unique needs of politicians make research unique, 100. “The uniqueness stems only partly from the speed that compresses every step in the leisurely process teachers like me can suggest on a campus. Students "usually work alone; political speechwriters have people to help them. Student ‘work should be oF borrow from other speeches. Students devote a s for speechwriters that decision has been made. Still, there’ plenty of research left 0 do. To see why let's begin with the si most basic step, looking at both what you need to find, and sources that help speechwtiters a picking a topi oft RESEARCHING THE EVENT “Hey there You look up. Looming over ‘or your boss's scheduler: on depending on where you work, maybe the boss. Hey, Alice” “Got a speech to some women's group. They put day. Need it by tonight.” ing what you'll have to cancel to get game, “You got the invitation Jeter?” Research you the date, time, place, and maybe a with talking points? What's the male-female ratio? Racial makeup? Are there equality or dis crimination issues worth mentioning? Whom does this crowd admire? I quoting jem have particular hands and mingle? Or does the group expect Does the group wa bers ask—and do you want to insulate your boss ‘where you can shape Why did she group invite your boss? Is it happy about a vo: ‘you write about that? Important questions. They influence what issues to cover, as well as what at 10 use. Ifthe audience is forty peop] thousand, yo answer the way you wa 2 text seems too formal. fit isa ight want to use a teleprompter: SOURCES THAT WORK Other Staffers know ‘them, Beyond these specific {questions they will want to be involved, and so w to use them for other things later. The Group's Communications Directors Always deal with communications directors. 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Speech coi help we general thrust of a speech comes from PE LCR Cus PH ieee rege arta act outs pata a ae a ‘best known for being Martin Luther King cs Cie of staff during the days ofthe March ‘on Washington. In 2008, he told CNN wat it was like tobe behind the scenes Tt turns out King’s staff was distressed that King was going for the same old speech. i crle of Dr. King felt thatthe I have a dream’ portion was hackneyed and vite because he used it s0 many times in other ities.“ Waker told CNN reporte Soledad O'Brien. So, the night before the speech, they decided he should have a new ending. They called it “Normale never again.” ‘iyat said “I remember very vividly Andy Young and | going up and down the strips of the hotel taking drafts of what we thought should be 8 new climax." King took the new speech with him to the Mall the next morning, He came tothe new ending. And paused. “was out in the crowd somewhere.” Waker remembered, “and when he swung ito “Thave a cream, | said, ‘Oh [expletive deleted ‘Walker had forgotten w Spd O'Geristrvie for CNS pedal "nat Changed «Nation which ated nua 20,208, “noe chstsentnet cn. cOPVTRAWSCRIPTSIOSO/20) SOURCES THAT WORK Personal Contact go about the boss's speech twou ate soypaads sono Aueat og Luvsioig wo{ z2ue9P a4 Jo 24108 10 ucodkle oipnl 1e $99 20} 35uRITY Jo Up £98 Pue—SHEDK PaIpUNY OM 10} Igy snoge Saou UM 12594 SEM soa b Bunt axe stbes] 248295, ‘SMOYS IYBIN-2907 AL susdedsmau 94:—ouatpre asm usp S504 4 sox skuiasod ‘Sure (egor8 ss] 94P 989K "UDYO “2S 41 spea[ [Poprsue asm AOU yer uorutysey urd 1g yriom 1 sayeU OO e Ut tot sa1ou Ayans ing “woorEeG uth 9964 ROA LOY S04 24 i FIC A aE “soUER OEE Due sowsurs sntasoy sq paystignd S4O% dong SHsse19 SHER OY S2xOF POO) ssniopsouy jo yoog usoug 2usrT sueuNIpes WOU ns Souuapy ssure( dq poupa svt ut uE> sopso¥s axoym ayoad Jo 51 nn u3yo es ancy sioqo sBunyL aim pue “Inuzout Kyuud 70 iafeae ae uy 02 dese 189g atp 22g413PS ROK Sood ION INO KEN SBP tpas inoge yuna sosustpae syle wey “uortpnae 248 oF sisyeads moje damn, ‘ue ‘syo0g sata AP S9S0U JTBIA GOP Yoo] OM AMOS are >IDULL, ‘gy 02 upaeds v Futaq ue> reqp sLDIoUE s9x0 pUE sao" SLOP soue ‘sxonb 30 $4009 [Asn AfasuiUH aq Jo LaPLAEt SSEUIE pIAOYS—UIO soupaads Sutin 20—uayo Supfeads ouodury “warp £0} amuusgns ow [Ns st ax>qR auspyuf 94 Ko [eRareUU Jo uyeam 4p a¥ds9¢] sYOOq noge RUIpPOY Sea | KEY) syoog a¥or pue ‘aonb ‘soprauy “spuswiap sontiod jo aus gam ded ay 03 "p39U NOK 1 f qaM santULOD [et Io1eus 50 spur au sod yoUA SOUS Gay Bu0Ie> eq 940 ay) 20) Yoo “sapPSM WALA Jo SOUL SUHD3E Jnqyo Jo ayeas © pure ‘suoOLIED saxo! 1Ys¥U-aIe] 153q 3p 40} S9PuROSDE AMOK nie Sou, "WODIseIqPeUCAM PUE “WODs>xOleYE rs “worTOWINYTEDRHO saat 395 JL.N08 92 2p Suowry jod, 2f8005 “ON, “skep Joyo 10} 2485 0} S9UH]>{qBIOLUOUL PUP S9LIOIS SSOIDE UNA TROL pue sorpeordde axnesouut pus suman 40 souszeds year surtex> ue9 nox ang quessp2ou ION 2p>9UL aLEYpoUIUAT OX Ls O1 A4oIs BUEAOU ® PUY NO [ Jom $e o9pLA pur oIpne yng "x BIA ISM YOU AUELE SOyD22ds YaxB Jo SP>1P. funy puy {yx nod Arby, “wo>-2}O!DyLUE>LIOUIE-Me sear Uaydas Ye dors sop ¢ ayeur prnoys sisiimysoads “eats 802 si9peas Bt rerieta (sansa wana (eu puy od pur sans fesupunUH0 Ino afnu OF AsoNb snOK 62 JcTy BPE UH) , 4004, paqe> sjoor qpzeasa1 payenbaue asou o1 aqgesajaicl Aysea ways sayeu! us 24 sepa auEayy TRpIMod Due “a[aesi9n auk020q 9aRy SoULBUD YpuEDS s940 pUF 2I8O09 S1EO MOF 358] 49 tan¢) soueAafaK SI YNoge UoHSANb OMS AIRKA “MON ISIE 3KB UO DHA uyuo Sur08 ind 01 ajatssod uoaq aney ffs AYHHUL OBE SueaK mas #9 SIH IT Sauls gam lunnAzana Inoge sous gap Jo UoIsO}de> 21N sotpaads uot inoge pue—aie> pusog [aye ep ay 200 1 plno> ubsuag “suoMESKpIN ie eau, ut spre pry &NUOD 9m S| Jol © pres pur —uuny sem Saors 241 9ur 0}, ao1s Suing e SUIT} sem 9 YMOYE HOSA suumossip ¥ 108 Jaqaey suasitiag pu ano sjisuoL 1H 108 ‘uy sure> ype sursno> sty pue 24 “paxequiows uasuag “ep xOU aU, sop soy204q AW, LSBP aay oney op NOK, ‘gueay anoge y>aods Buraq jo onasta a4 FulaCHAPTER & OF course, it's easy to generalize. As | was writing this ip on September 19, 2008, | decided to test it.I picked a Democratic senator at random —Chris Web site and clicked on the first speech I sav, one for the immunity to companies that had taken the abridgement of the freedom of the achments of those in power than sea Democratic pol ances, and make it into re use, Test successful ian, Teould story. 1d cer important stamp of approval: yours, Whether you are a pol iF own speeches or a stalfer writing them for 2 boss, begin « this would have meant a cumbersome system of note cards in file drawer. Now it is ensy to copy and paste each joke, quote, interesting, i Satistic, oF even: le—a thoughtful or clever line you have thought up yourself. Without the fle, oul never remember them, ‘Keeping those sources in mind, le’s return to that WLDF luncheon. This inwas a pi ‘most of his audi cused faxes and Picture this scene Depend on the Kindness of Others: Spend More Time sues, oo exporting 1 corporations "No he er one 5, the fname, his face courted with ‘mottled fury. 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Within months of the infusion, Ryan was able to speak, use his arms ‘and eat normaly just like any ather child—a miracle his family had once | only dreamed of Ryan's story exemplifies the power and the promise of stem cell | to treat and cure the millions of Americans who are suffering from catastrophic, debilitating, and life-threatening diseases and health conditions. Like Leland Stowe, Obama has used anecdote to win attention | matter how mor ike Stowe, Obama | seme Problem —}-—— Each year, 100,000 Americans will develop Alzheimer’s disease ‘ver 1 million adults will be diagnosed with diabetes this year, which | can lead to complications such as blindness, damaged nerves, and | Joss of kidney function, And there are far too many individuals with spinal cord injuries who ave struggling to maintain mobility and independence. Eefore explaining his solu ‘Obama needs to provide some research | embryonic stem cell research — id developments in medical Background For mast of our history, medicine has offered little hope of recov ery to individuals affected by these and other devastating illnesses and injuries | Until now. m1 = Recent developments in stem cell research may hold the key t || improved treatments, if not cures, for those affected by Alzheimers di cease, diabetes, spinal cord injury, ané countless other conditions ‘Many men, women, and children who are cancer survivors are already far ‘applications of adult stem research. Patients with leukemia or lymphoma often undergo bone ma row transplants, 8 type of stem cell transplant, which can significant prolong life, or permanently get rid of the cancer. This therapy has been ‘used successfully for decades, and is saving lives every day. Yet this breakthrough has its serious limitations. Adult stem ceils, such as those used in bone marrow transplants, can only be collected in ‘quantities, may not be a match for the patient, and have limited ty to transform into specialized cells Cord bloos. lke the kind Ryan used, has limitations as wel example, young Ryan's condition should deteriorate ar he should develop anotner liness, there simply ate not enough cord blood cells left for 3 second use. His mother has told us that the few remaining cells would have to be cloned to get enough cells for future use, or they would have to obtain stem ces from another source supports. 0} tow demonstrates the pro es of promising research These and other difficulties are the reasons why sci started to explore other types and other sources for stem c femibryonic stem arch, Embryonic stem cells can be obtained from a number of sources, including in vitro fertilization. At this very moment, there are over 400,000 embryos being stored in over 400 facilities throughout the United states. “he majority of these are reserved for infertile couples. However, many of these embryos wil co unused, destined for permanent storage in 3 freezer for disposal. We snoulé expand and accelerate research using these «embyyos, just as we should continue to explore the viability of adult stem cell use and cord blood use. ts have including that stem cells have the potential ta treat blood disorder and heart damage. At Johns Hopkins, researchers were able to use mouse embryonic stem cells to repair damaged nerves and restore mobility in paralyzed Yt help but think that it’s @ matter of when, not if, this able to one day help those whe have last the ability Stucure 63)Fee ee ee erg gee aren eg rue UN eee eure zvonay one = apy LE [a ombmas nok yueUl "IHG sis uoddns 01 sanGieajo> fw a6un | ‘ors no inoyBnouy, san} Auews os panes pue saun> Kucw 05 01 paj aney 1etp UaUsIWWIOD pue UOIssed ews ay iN y>ieasa, sup wpeoudde pynoys am ‘umuar suy-Auuom yt jo UMmep 34) Wy 4 3104 01 230U5 948 5980 pao 5) souazpm a 1200p aip uado 0} uapssaid ait ‘swuated ‘unos fe suesuaury -aupen oyod ‘2y1 pasanorsip Jes Seuor ‘aBe siak fy pue Moy oF parses Buipun, ‘241 pue dn paid sawp ayy pue a1e> 01 uebaq aydoad ayn 0s puy ‘amo 10 uo aaaiype LoUUeD am ey saiga60r ysiidworre 01 2210} @ se pasn aq ued IuAUILaAOG "59q 518 “yew avy 05[@ 24 ‘auDreR ® jo fsano>sIp ayn AQ pauMD aq 29N2U BION ‘od um siy eur mau anasooy ajiym pury ‘old 205 aun> axp py O. sauuig Jo yey a4) aziueb,0 pue uo/sseduio> so Auunuswo> e azueNe ajonasooy ouejag wyuels ‘peasy vaddeY L,Uprp LelR Ing aig paroubi aney pinoa 1weUWUaN | 5 Auunos ayy pue GulGer sem ‘3]qisod ups ‘2yeu 0} Burpuny papaau for;—djay papaau Aayp ing ‘ain ©} aos 1243 Burdoy—aino e 105 Bu id pue Bunem pue Bums 212 4 ed 514 pue Faprauyps ueky rnoge SHUR ‘1 uad siy dn spd auofoq weoys sauna jequarod fuew 05 Jo Kem aun ut Gurpuers _—ssaord jo Kem ayy us urpuers asnoH auuM aya quo S11} 352d. 14 jem adoad uesiawy ay SuiGsew abse] Ag ssed ot iq stud eM nenv9sv0} ‘sed 0 iq SIM Ue steDOWwag 405i alg anes fiqissod 01 sj was soy ars pue—Iaa310} 150) pve papLeDsip UdEq 251M ja2 wais Buisn ynoge Bunyer 21,94 suewny Susn anoge Surqer sao aney pjnom ey) ‘snygin 10u 5 19 a4 Ing “BUOU AUaLIND a1e (wou sayns oy" aydoad day 1 5 dojanap siauzieasai pue sisnuaps 5, ip aSIMUaKAO aq PINOM IDIYAN 59> Uh yauaps Supuedxs Ag saunbar wawaouenpe |e Dwuokiquia 01 558322 ue puewan laapos e se am vein Buiyun annenouut a4t soypoqure iq siuL ePOL sm a10yaq ING) sosuods03 8 aq 0} pou Wl puy josuadso> jan 24) sem | 332U95 5 IN ypteasay a> wars i Jo aque 2 52M | “auoddns uural-Buoj e aq ot pnosd us ‘suoseas asaua oy, ——}— — jeungay —L— zuomnes TH 8)56 _CHAPTER 5 EEE MMS IN PRACTICE ‘Obama's speech is not perfect. It could use shorter sentences and a less passive voice. But speeches don't have to be perfect to be terific. If this one included thanking Obama's colleagues and cosponsors, it would cover every step of the fed MMS that politicians need. fo use MMS well, you will need r0 adapt it—not just adopt it. Yo need to avoid some lee are some guidelines about avoiding pi [ve had to find out for mys KEEP YOUR BALANCE MMS works best when you balance each element. You can’t devote five minutes tothe problem ina seven-minute speech. You can't take half the speech to-open with a storys no matter how powerfu itis. Even now there are times T'll open with an anecdote [ know is way Coo Finish the draft, take a deep breath, pretend you never saw the speech before, Then nerve yourself to go through ig ruthlessly to get the proportions right, and remembering what Justice ‘Brandeis once said: “Theres no great writing. Only great rew GET ATTENTION FAST Political offices pressure writers to Ioad up Audiences are her bits of rhetoric: hhegin with "It's pleasure to be here.” Everybody tw them! Choose the most gripping way to start, and begin your attent as close tothe frst sentence as possible DON'T STINT ON VISUALIZATION (One virtue of MMS is th izes moving an audience. Yet the step that in be most mov 1¢ most often neglected. Dor't do that. worked very visualization doesn't always mean imagining the future, fences who cannot be THINK ROADMAPS 'A canfused reader can go back and reread listeners can't. That means speakers hhave to ive them a roadmap for what's ahead. Later you will see a section on transitions—the statement of purpose, previews, internal summaries, and along, This book covers those ideas in the king abo ext chapter; it's not 100 early ss should gests ‘and 5, Does that matter? Not at na) Convention speech, written by Bob Sarum, does the same thi So now i Monroe skele the LAWS of political speech, In Parc IT we nited by your blueprint; you can be origin: ‘you juxtapose. Besides, even the modified MMS th be accepted intact. Lincol in fact chapter 's speech flips the order of steps fed Kennedy's 1980 Democrat though, that if, MMS by itself could make speech persuasive, the Cliffs Notes of Marnler would be as effec pake your speech great, any more than a skeleton makes you. ok at the flesh, brains, and li 1910 life: language, anecdote, wis, and sments that bring the sort. They make up eek o ooo o ooo ‘Does this speech grab the audience’s attention right away? Does it include the listener's roadmap: a fully leshed-out statement of purpose? Does it have all five MMS steps? Hive | used acknowledgments appropriately? Have I thought about the needs not part of Monroe: like establishing credibility? Has this speech met the balance test? Is the speech persuasive about both problem and solution? ‘Does it include the often overlooked vision-of-success step?Od OL LVHM1 surpuas ax0yaq pote qpaeds MB Per T2AFH CO _asesiuo> pure azedui0> spades 10 mowand oy dquo 708 ‘suomssuess pozaquoauias TSH CO mipep, 1 patn 20-rozed oT 8219649. 9p poten L988EL CL _pouaroyoad jpmas pu opuat ‘wore Boerxaaysse pos sonar ary ans euro pHPNP LoL nung tp ov eadosdde st egy aendiae| pave 198°H Cl sg ae] poresodtzonu | 9881 {squaa 2028 p2sn 1 34°H E gqdecdesed jug pur s>uniuas 0\s ‘sprom vous 20) pouty [88H souaasy au 05 ypaads © aR 28H OD _qemborqoa pure 21222000 5 _pouatprre 3 erect) eg eed ae noo saquiawiay ajdoag abenbuey ey(sz (CHAPTER 7 studied rhetoric, You won't see here the (ed t0 insist students learn wat ‘ng down at my notes to jose who have ac sks present these devices. day 1 found » ve divided 1 ' but by the effects speakers want: language people ‘remember becavst MAKING LANGUAGE VIVID gether well hang separately” Richard Penn said during the pendence, a clever pun often attributed to teners by signing using it again wi Language often beco ase words in a sta ferent meaning is obvious. But wh ine in the 1984 presiden working person to vote for Reagan is Tike « chicks ‘Usually, savi “like” somet ans the two are jmilar things. To say, san they are tigers in the usual the eat fami with nd black stripes. But in 3 y—they are, Mondale doesn't really mean a working lar, But person ‘esees the different sense of the word, and ‘that surprises trated, Beca they can anger, amuse, move, an banks of thase listening, > SIMILE AND METAPHOR: expressions that compare two essentially things. Simile compares direct Than, or other explicit words of comparison (“They fought like tigers") ies comparison (“They were tigers”). Both surprise the aud: ings. One popular use in p ‘which use ads, movies, and references, like M celebrities that voters recognize from simile from Gov. Mike Huckabee's spec mention: “The reporting of the past few days have proven tackier than 4 costume change at a Madar ——— Language People Remember > SYNECHDOCHE AND METONYMY: two similar techniques in which a part stands for the whole campaign speech example, Richard Ni na “cold shoulder” He means the United Stat ity in a way he doesn’t wa to spell out 1 we gave the cold shoulder m hand to Mao, and now he gives > PUN: words that surprise the audience by suddenly using a second meaning the audience had totally forgotten fand wh the plug > UNDERSTATEMENT: words that seem to mi ize the signticance of what {you say—and surprise once the audience realizes the importance. is an often underused kind 0 ‘and the audience ean cong: speaker gets If for having the rim lines tnttered by George W. Bush gave leaders a choice: turn over Je terrorists or face your > IRONY: words that convey what the audience knows say the opposite of the teal meaning, the speaker says them seriously. Once the audience re: the joke they laugh, seeing a detested enemy mocked. 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Medhes had found 2 cassette in Healy jacket pocket with 2 Taped memo to Clinton suggesting ' metaphor for his inaugural adsiess. he speaker has di the campaign, was about to be named ical, about i," says Kusnet, the author books about the memo from a man with whom spoken on the phone but never met “he transcript took four pages, but the metaphor was this: "We hold this ceremony in the ead of winter. Bu. in another sense, by the words we say andthe faces we show the world, we fa indeed forcing the sping" re was very’ much in the spirit of what Clinton wanted the speach to say." Kusnet says of this example of 2 figure of speech we examine in this chapter He had aleady wntten a fist oat incuding this sentence, up hime, and which you have just read: “Tere is succeeds e-course of Kusnet in Washington, and Wal le Rock, went back to work, now leeding with Healy's metaphor. "Many cooks had a hand in the concoction,” Kusnet points out, mentioning ter writers who contibuted drafts. Working together at an improvised transition office in George Washington University, taking a ine ftom one, @ phase from another he and Waldman rewriting ses on’s eldest ‘Tommy Caplan. Kusnet and Waldman took ‘down and making the changes. ‘thought it nas grace! Sy efforts,” Kusnet say, remembering Clinton the speed tense effort tht went inte it With the perspec fiteen years, he points out another way of locking at Healys metaphor, one having to ‘he win tasks Clinton had outlined. “The tension between the two became a detning theme — ‘ad an intemal debate—for his administration,” Kusnet says "YoU coud say tha. in his ars 3 president, he was indeed forcing the spring'—trying to do to0 much, too soon.” ‘Kusnet takes pride in is olen writing the speech, including the quotable surviving line that btably hs. Above his desk he has famed an autographed copy of 2 New Yorker cartoon ‘porays a doctor showing an Xray to an ‘wrong with you that cannot be cred by what is h Americ ined by what's satent. The caption "Therein with you, Se David Kase spoke wth Raber A Lehrman inSaran a Tn nn gsc gu nS ETS CURT eer cae cn ne cancnCnn Ean Tn 98 9s0u 22qUPEL0 NOX soy nos 2.94 use BURP OM Ay oun ura nox stustied: poLuNoy UE SAMO peg s295K 3} & fay paonpas 3x \paodseonnodjuoy ssn 38=p/e14 “yy pue no 4205 su pr 95 pu panes ous snaps iy sa4pno. \paeds paveuapun stu euooy bag souwupaads sy Se ag saab vo. o ame sem sng MH 308) aps apis nes nt sy ypaeds uonuaAuO> reuonen vernandey 8361 54sng 14H 261009 PN osussniscse [ea —aquzaussy aidaang 6enB ue ‘1896 uaaizn6} soquiaidag say ssaufu03 40 worss9s autol on ypoads ys 4 281005) 18} 10U |eys 9 unos awes ay) quer Bumbag spiom so ui eet “ssuppe yeundaeuy 3 (6 WOneN 9) pus ue and yes THe) ———88)eee ow to crete them? Sound bites—and th lines—use 2 very nat hw range of te n oF imagery discussed either inthis chapter or in chapter 9, on wit. Here are some of the most common figures of speech, Analogy Hf criminals have a ight to lawyer, the right toa doctor. nk working Americans should have Harris Wola, Pennsylvania senate campaign, 1992 Antthesis It's nota question of being ready on day one. I's a question of being right on day Barack Obama, South Carolina, February 2008 Same Word, Different Meanings [Now isthe time to bring the marines out of Betut—not because its right fr the election, but because itis right fr Ami John F Kennedy, Alf Landon lecture Repetition in Reverse Grammatical Order am Giacomo a lover of beauty and 2 beauty ofa love film The Court Jester, 1956 ‘Metaphor You have a row of dominos set up: you knock over the fst one, and what will happen to the last one isthe certainty that it wll go over very quickly Dwight b. Eisenhower, news conference, 1954 Hyperbole Eo invades would make atleast a favorable reference to the Devil inthe Winston Churchill Petament, 1981 “Pala ; Language.” “is designed 10 make les sound t appearance of sold to pure wind "* In defending the moc-maligned sound bite. {have tobe careful nat to aim too much Even speechwtitts writing for people they admire know there are times when they must over simply or defend what they consider bad! policy, Sometimes suring up an idea i eight clever words can make audiences believe what they should giscaré. But that is no reason not to eam haw to make memorable the points you believe Soundbites are morally neual—as opposed tothe policy they reflec. And they commu ricate substantive thought very well. Fer evidence, look at Orwel's quote. It contains paral Consttuction,asyndeton, and metaphor: a sound bite his 1946 essay “Polis and the English and murder respectable, and to give an Language People Remember __91 TS ‘Barack Obama’s 2008 Berlin Speech. ath (Obama deve the itary in which rpetson omnes athe start each sentence, Then came wth Tes Kenney’ speech, hich we look st next, One ia other ofc, Ooes strctre? Do te etic ofeach der? Could Kenedy ong Obems have aren the sare temational effect without repettion? hpeollegecqpress.comipolaprsurerunous 42949 WoL Aupao utory Bute Wopsoyy 197] wop99yy 197 Buus wopooy 197 rey ju0 10U yng, pay - sanysstaegy uz wopasdy 131 oS PUY 801 saoetd 301 xy Sucuuns 1 3 Up snow sme 344 Op IM 3M, sano us ouptads #428521 ov ey af ue) 2 pue x op avis ea ANVIIT OL S1SI7 WOUS 3AOW :1N439¥O4 38 OL iy sauoip—eouaury uesy pure ous, © pute e>uiouuy PEFR © IOU st dus 94)—wouduLY aareRiast0> eouowy ou 94 pa sypseds wonu>stor) peueg jo suo st ont lueaqsowy Jo vied ato LSVYLNOD GN JYvdNOD ‘F7avLONO 38 OL yr 1up as004p pue spud nos op mop (soHatsen LUPE OS 5 yuo put pay 10 sto. aa se EL pur ajqesousouu 2108 1248 1 eu siayeads AUR Ut Yeap 001 2! se1uo> pus 1 axous 448948 pure s9ye2a8 Jo st Jueye, suonours swanxe Bou 3 _passeuzEquaD, Ukosy saxoUuE UEBE>y plEUOY AEM 24 2>0N souuo29q wede>yf sand jo sasne[> 99 eu s9>e49p Ruts su Ise 34 ‘deat s 018 siayeads 9ep Soeur use suds s22uampry Taquiauy ajdoag abbey jae werugnd>y, ian pleuorl Suuyasute op oF Ayedeo a4p 2424 20 Oct, 194, _aSupauos op ax plnoys,, 28u0f OU st Sip due uy uonsanb sqp uays unefe Suiss (224 104 Soop Oty, sbs0% 9943 3x Jo s9p8} se suOK|GO yor aiqeun Jun SF eDHRUEY’ II apRAIUO> AjUEIDNFaS [pe pasnyuo> pue ystandiewe ue jo sooueisut pawwados ano $8 298i Jo 28U9s Suro. © 9p 101 SOP OGM, got wonusattr [2 sgpads souerdas7e dl une 5 fanastjo sonusua feu & papuey jpasuapuos dja ura uonsanb pesuoraqs ured-so1yp © §929H1 {uevoduy 2sow 01 158) Woy von uadss :yAQMO ILIYNND «dows sotpoue surau ypoods(e dod ayo wos sal AIS 1 0949 0s pue—IoneUE S|tE.2CL ‘o> 0p PROD PRUNES Ing R61 “uonterauor jeuoweN! sAesD0MDC, Spawuay pop, our fo puotsf ow 5} sounuow soy Puy .S2an pur siue(d tuo. soui09 wounijod fie ano jo waaiod {ayrg, ‘sion | pue ‘awioiess snoxarsodaid 341 apes 296 182] ou Uru B pareUIWIOU aneY 1HDUE wouaus aig SuLussoid inoqe Suryer aie oym suesggnday 2ues 24, _pondsjesnyodiworsso1dby 26ajon/7duy (evden sg ur pouonuew 5 sum) foe ayaa pansy soe 208 rk op ag ey pds 5 Soy fue 295006 0p a9 4h ypeads uonUaAUED euoney anenoweg 0861 5/P9WUex Pat ‘wow ou sia fo swori9 sous 241 fo puatf ow st aaustuou sus puy dx .unjon ape 9q prnoys AusNa9s [e998 wr wonedionaeg,, ve oB Siea4 anog ast pres oy UCU © 24 20F Aazino9s anoqe Bunyper ase OY su Sus ssou30 suoguas oan 018 ano pu a9 sys Jo mauaf ou 58 20% sttuou mya py 20K saNC INO [Hog OU WDUIEIIs0" (BIapog D4p PY séesd 243 dep Luoa> siagead Buyuaxs pue Suusous Kur Ut pepnpsut Tua) 2694 CHAPTER 7 TO ACHIEVE BOTH POWER AND QUOTABILITY: VARY YOUR APPROACH memorable speeches use litany to create power—then end ler Figures of speech as a clincher. Here is an excerpt from 1007 speech accepting an award for his ONE campaign, a global advo dedicated to fighting poverty and prevent ‘worth watching for the way, at the en, he adopts. technique sometimes cal 1 rebukes someone not there but dis those who refuse to help the vietims of AIDS ‘concrete detail, But he closes with antithesis enemy” T this Bono uses a litany, laced w) judgment on the AIDS 1¢ pulpit for just one moment, because whatever thoughts we have about God, who He is, or even agree that God has a special place for the ‘Mike Huckabee's 2008 Republican ‘National Convention Speech. How many of the ectniques covered nth chapter con you spt without looking athe annotated copy? ‘Becaise Huckabee dd win his speech GE Renee God is under the rubble in the AE Td che cries we hear during wartime bone God, my friends, is with the poor ‘ntiealege cqpress.comipoltclspeech ind God is with us if we are with Like flour, sugar, water, and spices, combinations produce more than the parts. To see ho Ks, let's examine not just he 2008 campaign by one its most cons 2 speakers. ha president prime time. Mos lence. There's no guarantee that a defeated candi 's caught up in their ovn politicking, But during hist minute specch the crowd interrupted Mike Huckabee twenty-three times with by his home state No wonder. He used almost every one of the convention feels different than ‘oF applause—and not ple words, concrete detail, a ity 10 speak tonight, 've got to be honest | magnificent oppor vith YOu | was originally hoping forthe slot on Thursday night called the —-- Understatement acceptance speech. [LAUGHTER/APPLAUSE) tuckabee doesr’t fut | wort you to also know that | am genuinely delighted ta te here to speak on behalf of my second choice forthe Republican rmination for president, John McCain, [APPLAUSE] hn McCain is @ man with the character and the stubborn arty and all of America in support of Senator McCain and Gover ror Palin, [APPLAUSE] a president to thank the The reporting of the past few days have proven tackier than ‘costume change at a Madonna concert. |APPLAUSE)- ————— He uses al reference, a si ce despises, | grew up ata time and in a place where the civil rights move: ment was fought. And | witnessed firsthand the shameful evil of racism | saw how ignorance and prejudice caused people to do the Unthinkable to people of color, and it wasn’t so many years ago, ",” directly followed by a verk | want to say with the utmost of sincerity, not as @ Republican, — butas an American, that | have great respect for Senator Obama's | and #2 histori achievement to become his party's nominee, not because | Of his color, but with indifference to it (APPLAUSE] |leD>W Joreuas "2 04139 yh Un 2p 24 aBuEUD 01 1UEM ,uS30p ay PUY (wauonv| eioydeuy | jo pur ay uana Ja Bae) id pue »paypAed snof o1u!1adaap uana ypear oy 1uaUiUaN0B ayy ey aBueyp Jo pury ay 1ueM 1,US80p UIeI>W UYOY st auny, v ansiy lasnvidav! au 1 au pads ‘dn a6 | a5ne23q jeap Bugowos ayeu au 127 MONT] YBMOYS B ayeL NOK LAY LNG | a10,aq 269)[0> ul sem jew UeyEse us 197 ney SeM asno4 Au UL pe J9AD aN deOs KUO ALA 2A} cs uein -L- funp spuey siy 106 af Buna Aneay par af puey Payson aH pep snof jo Kueus os a 'SKnB aso Jo ‘v0 sem pep Aw ur dn ‘ya1eq 'sqol om umap py 2 sn \ paises 2a suoods 131s pue sup ‘yum dn maiB suedyanday je y se ANB upon ax 40} MU asnvigevl sn wow BunpAiand aye) ued reya quauUreADD aia si sn 20 SUN -fuana op ue> ey) uauuianod © yey, sn papunuss oY" [ee aqisaaay aby Seb ———rr—e_wOwO TT asda] tuawsanos ssay vem Koy aU | \uav06 a10uueM ,uop Sue>ueUnY sou Sp > a —f— 94 SA | 4 40 domo 10u ang ‘soqatse wo posog uarfo auv soypoods uStodiue prey sna Joasap pue Kuoqi) ino jo asous ara ges6 0} a2uey: ‘ag amb rey seap! ueadoing =peq 1ybno1q 34 oo 124} 33243 00} 34 YEU I0U 5, auriayang ~ ‘tay Saxe Ke 0 2108 vana 3,409 04m ajdoad jo spuesnoua yo spaspuny 01 aGvey> 104 ubwedwe> 51 400. "ylomg 1 auniuanpe quayaaxe seweqg ypeleg ——!—— jearndtH aiueyp 01 uem ,u0p am SUN 10} pau @ 01 puodsa: 04 seap! ‘0 Bunawos 142m nok ‘36noy snoK Burso} adn ssn us Aep y>e0 20¥ 01 106 0} Bulky wou Abus funy | Aye T ” Ul ysu ano pue saxer sno aenaja pinom won ‘gol sjoquts e you 51 fouapsaid ayy ang Antun0> A Talat 96)[9e__cuaprer 7 believe that every human life has intrinsic worth and value from the ‘moment of conception. [APPLAUSE] ‘And speaking of Governor Pal of hearing ence | wan ks some. | tunning a, Alaska 1 Joe Biden got running for president of the United States APPLAUSE) John McCain—John McCain is by far the most prepared, the ‘mast experienced, an truly the mast tested presi He's thoroughly testee same word |__ when John McCain received his countrys call to service, he ig not hesitate and he did not choose the easy path. He sat alone taking off from an aircraft carrier, to flyin the [nd one day, he didh’t make it back. He was shot down and captured, red, He could have eased his own pain, | imorisonment, just by uttering 2 few simple words renouncing his country. But then, as now, John McCain pu Avtithesis #9 —L- his county fst. Ang he knew—he knew... [APPLAUSE] tha honor later was better than to return without it now. os ss mast af us can ify when we want so arms to his shoulder, which i a "> marked not by what he's wanting to receive, but rather by what he APPLAUSE] ‘our arms high in the 3t day of school, 2065. Language People Remember_ 98 into an empty classroom and they | desk?” She said, “You get a desk ed right. Same for second See the campus, Ms, Cotten hal fied out would students have a desk kids started using 1 and by early afterno ned, and in walked over twenty veterans. some of ing the uniforms from days gone by, 19 @ school desk. And as they ranged those desks in neat rows, Mi hhave to earn your desk, because these guys, [APPLAUSE] These—these your desk, but it wasn’ for you. And | hope you never, ever These guys bought gait” ladies and gentiemen . . . [APPLAUSE] | wish wmerican is not just about ~~ An is about those who gave it to us. desk. | tohelp val Oifice would king the one that's in the —+~ Understatementie pose 1 28H CI reyn Aen © pore919 1 2a8H ) uor>nunstios paotefeq v poweo1> | NPE ‘enue piara paresodsoout | 28eH per rere) BRO eat ta ecb rete eens ean cima dan aJOpIouy TT isavad wad oor]