A Rhetorical Analysis of the 1952 Presidential Campaign

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A Rhetorical Analysis of the 1952 Presidential Campaign A RHETORICAL ANALYSIS OF THE 1952 PRESIDENTIAL CAMPAIGN SPEECHES OF ADLAI EWING STEVENSON DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By RAYMOND YEAGER, B.S. in Ed., A.M. ***** The Ohio State University 1956 Approved by! Adviser Department of Speech TABLE OF CONTENTS CHAPTER PAGE I. INTRODUCTION ....................................... 1 A* P u r p o s e ............ ................ 3 B . Method ••...... ........... 3 C • Similar Studies .................... 9 D. Organization 10 II. THE SPEAKER AND HIS O R A T O R Y .......... 11 A. Training in eloquence 12 B. Entry into politics 16 C • Style 22 D. Delivery ........................ 33 III. SPEECH PREPARATION......................................... 39 A. Planning the campaign speeches •.».*...••••• 40 B. The research team ............................ 43 C. Writing techniques 49 D. Rehearsal and delivery ........... 50 IV. ANALYSIS OF "IMPROVING OUR LABOR L A W S " ....................... 52 A. Introduction 57 B. Discussion 59 C. Conclusion ........................ .......... 82 D. Appraisal ................ 83 V. ANALYSIS OF "FARM P O L I C Y " ................................. 8 8 A. Introduction ..••••.. ........ ........ 92 iii CHAPTER PAGE B. Discussion • ••••••••••«..*...•••• C. Conclusion 105 D. Appraisal . • ................. 106 VI. ANALYSIS OF "KOREA" ............................ 109 A. Introduction .................. ... 112 5. Discussion......... 113 C. Conclusion 127 D. Appraisal ................. 127 VII, ANALYSIS OF "SAFEGUARDS AGAINST COMN'fUNISM" ............... 132 A. Introduction ..................... 135 B. Discussion . 137 C. Conclusion........... 147 D. Appraisal 148 VIII. ANALYSIS OF "TIDELANDS OIL - FOREIGN TRADE"................ 151 A. Introduction ....... .............. 156 B. Discussion ...••••••••••••••..••• 157 C. Conclusion ......... 168 D. Appraisal ...... ...... 168 IX. INVENTION AND ARRANGEMENT ................................ 173 A. Invention ....•••• ..................... 173 B. Arrangement 196 X. THE EMERGENCE OF A STATESMAN.......................... 205 A. Basic philosophy . ........... 206 B. The development of his philosophy .......... 208 iv CHAPTER PAGE C• The Governor 211 D. The Presidential Candidate ••..... ... 212 E. The Statesman 219 XI. SUMMARY AND CONCLUSIONS ................................... 228 A. Summary ....................... ....... 228 B. Conclusions 235 APPEND I X ....................................................... 243 A. "Improving our Labor Laws" ................ 243 B. "Farm Policy" 253 C. "Korea" • 264 D. "Safeguards Against Communism"............. 276 E. "Tidela'nds Oil - Foreign Trade" ......... 287 F. "Commencement Address" ................. 301 SELECTED BIBLIOGRAPHY.............................................. 313 CHAPTER I INTRODUCTION In 1952 a new figure appeared on the national political scene. Adlai Ewing Stevenson, the relatively obscure Governor of Illinois, was drafted by the Democratic party to be its nominee for President of the United States. In the three months following his nomination, Stevenson captured the attention of the nation, and indeed, the attention of the world, with his fresh approach to campaign speaking. Called ’’the best Democratic stump speaker to come out of Illinois since Stephen A. Douglas,"^ he conducted a campaign which was said to be directed Hto the mind rather than to the emotions.” His speeches brought superlative praise. "This is a magnificent man, a man so gifted it is something of a miracle that a convention of an American political party would have the sense to pick him."^ Although he was defeated at the polls, Stevenson garnered more votes than had ever been received by any winning candidate except Franklin D. Roosevelt in 1936. He actually received three ^Time, XL (September 8 , 1952), p. 22. 2 Jane Krieger, "Stevenson as a Campaigner," The New York Times Magazine, October 19, 1952. p. 11. John Cort, "Stevenson, A New Approach," The Commonweal, LVI (August 15, 1952), p» 461. million more votes than did President Truman* the winner in the preceding campaign,^ Never before had a collection of the speeches of a political candidate made the best selling list. Yet Governor Stevenson, a losing candidate, found such popular acceptance of his printed speeches that more than one hundred thousand copies were sold in the United c States alone. The Major Speeches of Adlai E, Stevenson was on the New York Times non-fiction best seller list for weeks in 1953, and on May 31 of that year, it was fourth in popularity, A collection of Stevenson's speeches since 1952, What I Think, also made the New York Times non-fiction best seller list in April, 195 6 , What is there about Stevenson's speeches that would account for this phenomenal sale 1 To the student of political science, a genuine draft of a truly reluctant man to run for the office of President of the United States is worthy of investigation. To the student of public address, the sudden emergence of a speaker acclaimed for his skill by friend and foe alike is also worthy of investigation, ^U.S^. News and World Report, XXXIII (November 14, 1952), p, 18, 5 Letter from Jess Stein, editor, Random House, to Dr, Harold P, Harding, The Ohio State University dated March 5, 1956, ^New York Times Magazine, May 31, 1953, p, 8 , A. PURPOSE Aristotle first set forth the general principles which apply 7 to public address even today* The five divisions of rhetoric he postulates are invention, arrangement, style, memory and delivery* Invention is the discovery of the available means of persuasion in a given case* Arrangement is the ordering of those arguments* Style is the clothing of the arguments in language which will both aid understanding and please the ear* Memory includes the mental marshalling of material which the speaker may call upon at any time, and his method of mental preparation for the delivery of the speeoh, whether it be the memorization of an outline of his ideas in the speech or the entire manuscript. Delivery includes the utilization of both the voice and the body in the presentation of the speeoh. It is the purpose of this study to analyze the speeches of Adlai Stevenson in the light of these Aristotelian principles in order to determine the characteristics of his speaking. B. METHOD While all five of Aristotle*s divisions are employed in some measure in this study, invention receives detailed attention. Invention inoludes, among other things, the speaker’s discovery Lane Cooper, The Rhetoric of Aristotle (New York* D. Appleton-Century C0 x15)any, 1932), 259 pp. of ethical# logical and emotional proof. Ethical proof is that which helps establish the speaker’s character, intelligence and good will. The criteria for evaluating a speaker’s ethical proof Q have been suggested by Thonssen and Baird. In general, speaker focuses attention upon the probity of his character if he (1) associates either himself or his message with what is virtuous and elevated; (2) bestows, with propriety, tempered praise upon himself, his client, and his cause; (3) links the opponent or the opponent's cause with what is not virtuous; (4) removes or minimizes unfavorable impressions of himself or his cause previously established by his opponent; (5) relies upon authority derived from his personal experience; and (6) creates the impression of being completely sincere in his undertaking. With certain qualifications varying with the circumstances, it may be said that a speaker helps to establish the impression of sagacity if he (l) uses what is commonly called common sense; (2) acts with tact and moderation; (3) displays a sense of good taste; (4 ) reveals a broad familiarity with the interests of the day; and (5) shows through the way in which he handles speech materials that he is possessed of intellectual integrity and wisdom. Finally, a speaker's good will generally is revealed through his ability (l) to capture the proper balance between too muoh and too little praise of his audience; (2) to identify himself properly with the hearers and their problems; (3) to proceed with candor and straightforwardness; (4 ) to offer necessary rebukes with tact and consideration; (5) to offset any personal reasons he may have for giving the speech; and (6) to reveal, without guile or exhibitionism, his personable qualities as a messenger of the truth. A speaker’s emotional or pathetic proof includes all those materials and devices calculated to put the audience in a frame of mind suitable for the reception of the speaker's ideas. Among Lester Thonssen and A. Craig Baird, Speech Criticism (New York* Ronald Press, 1948), p. 387. such devioes are appeals to the desire for personal gain, reference to patriotic figures and ideals, and Biblical allusion. The emotions which may be appealed to, according to Aristotle, inolude anger, love, hatred, fear, pity, indignation, envy, emulation and contempt. The Aristotelian materials for logical proof are the enthymeme (a special rhetorical form of the syllogism) and examples. Modern rhetoricians have added statistics and testimony. The severity and strictness of the speaker1s argumentative development may be tested by analyzing these constituents of logical proof. The developmental plan for this study is based upon the method employed by Goodrich in his analysis of certain British ora- g tions. (l) A memoir of the speaker, revealing his early training in eloquence, the leading events of his public life, the
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