Joe Biden’s Inauguration Speech: a Persuasive Narrative

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Dr. Pier Paolo Pedrini
Dr. Pier Paolo Pedrini
1 University of Lugano

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In Joe Biden’s inauguration speech we can find standard emotional and rational stratagems that form its persuasive strategy to obtain the public’s approval. The techniques and themes used by the President are the same identified in the modern principles of commercial advertising, of the persuasion theory and of the propaganda discourses, in particular from war propaganda. These techniques and themes consist in revealing a problem in order to suggest the solution, the repetition and the simplicity of the message, the use of a colloquial language and of significant and easily understandable symbols, the participation or the quote of testimonials, the bandwagon effect, the necessity of provoking emotional responses, the plain folks appeal, the card-stacking and the use of glittering words. The attention to the choice of the most persuasive words to express the author’s ideas, to defend an ideal and to restore American identity is impressive. These stereotyped formulas are also used to simplify situations with no need of argumentation.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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dr_pier_paolo_pedrini. 2021. \u201cJoe Biden’s Inauguration Speech: a Persuasive Narrative\u201d. Global Journal of Human-Social Science - A: Arts & Humanities GJHSS-A Volume 21 (GJHSS Volume 21 Issue A4): .

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GJHSS Volume 21 Issue A4
Pg. 13- 18
Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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GJHSS-A Classification: FOR Code: 190499
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v1.2

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April 10, 2021

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English

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In Joe Biden’s inauguration speech we can find standard emotional and rational stratagems that form its persuasive strategy to obtain the public’s approval. The techniques and themes used by the President are the same identified in the modern principles of commercial advertising, of the persuasion theory and of the propaganda discourses, in particular from war propaganda. These techniques and themes consist in revealing a problem in order to suggest the solution, the repetition and the simplicity of the message, the use of a colloquial language and of significant and easily understandable symbols, the participation or the quote of testimonials, the bandwagon effect, the necessity of provoking emotional responses, the plain folks appeal, the card-stacking and the use of glittering words. The attention to the choice of the most persuasive words to express the author’s ideas, to defend an ideal and to restore American identity is impressive. These stereotyped formulas are also used to simplify situations with no need of argumentation.

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Joe Biden’s Inauguration Speech: a Persuasive Narrative

Dr. Pier Paolo Pedrini
Dr. Pier Paolo Pedrini

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