Bill Bradley's Presidential Campaign

Paper Summary:

This paper reviews the rhetorical instruments utilized during the presidential campaign of Bill Bradley in 1999. It particularly focuses on the usage of imagery and symbolism used in Bradley's announcement speech and throughout the campaign. The paper also provides specific examples of the variety and combination of persuasive tools employed to create the symbolic reality where Bradley's image is constructed.

Table of Contents:
The Image
The Usage of Cultural Premises: American Myths and Images
Symbolism: Metaphors and Enthymemes
Ethical Approach
Conclusion

From the Paper:

"Former senator Bill Bradley announced his campaign for the Democrat nomination for President on September 8o1999 with a speech in his hometown Crystal City. The location of his announcement was particularly important in establishing the symbolism of this campaign. Bradley delivered his speech in front of the red-brick high school of his youth and spoke to a crowd of more than 2000 residents. He said he felt "an urgency to seize this moment in history, to strengthen the weak and to challenge the strong to lead us into our full greatness as nation". Bradley's selection of location to announce his candidacy and his rhetoric exemplifies the use of the myth of "the eternal return" in which "there was a time when things were perfect and harmonious" where "things could be shaped or molded as they were meant to be" (Larson, 1998, p. 218)."

Sample of Sources Used:

• Bernstein, A. (1999, November 28). Campaign 2000; Bradley rarely takes middle-road approach. The Houston Chronicle, p. A1.
• Dao, J. (1999, September 9). Bradley, starting campaign, extols small-town values. The New York Times, p. A22.
• Kettle, M. (1999, September 9). "Mississippi boy" nips at Gore's heels; the Democrats are starting to scent a real challenge by Bill Bradley. The Guardian, p.14.
• Larson, C.U. (1998). Persuasion: Reception and responsibility (8th ed.) IL: Wadsworth.
• Political Symbolism. (1999, November 29). The Houston Chronicle, p. A26.

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