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The use of generalizations did not have the same impact on the individual. McCain's focus on "our party" and "our nation" was meant to instill a sense of unity, but did not have the impact of Obama's more personal approach.
Conclusion
In the final analysis, it is apparent that although both women are extremely intelligent and well educated, Michelle Obama knew her audience better than Cindy McCain. Obama used language that did not highlight her college background, but flowed in a conversational manner. She continued to build rapport with the working class voter throughout her speech. To do this, she used her level of language, use of examples, and continual reiteration of her connection and her husband's personal connection with the people of America.
Cindy McCain limited herself in her ability to bond with the audience by using generalizations and examples to which only very few could relate. She informs the audience that she is a Western conservative "fellow hockey-mom" (par. 15). In paragraph 14, she enthusiastically supports a "reform-minded, hockey-mommin', basketball shooting, moose-hunting, salmon-fishing, pistol-packing mother-of-five." This may limit her ability to build rapport with a limited few who can relate to such hobbies.
When one considers the final impact, and the fact that Michelle Obama is now the First Lady, the ability to build rapport with the average person in America becomes an important campaign issue. Obama's heartfelt interjections did more to win the hearts of the American public...
Obama knew the value of an emotional appeal. She recognized the need to avoid limiting her audience and their ability to relate to her. She did this through carefully matching her purpose, content, and linguistic style. The differences in the speeches of these two women highlight the importance of knowing one's audience in an intimate way and the ability to meet their needs.
references and further reading you must purchase this article.
Johnson, D. & Johnson, R. (2000). Civil Political Discourse in a Democracy: The Contribution
of Psychology. Retrieved February 22, 2010 from http://www.co-
operation.org/pages/contro-pol.html
Love, J. (2010). The Value of Building Rapport. Selling Journal. Retrieved February 22, 2010
from http://www.sellingjournal.com/magazine/featured-articles/the-value-of-building-rapport/
Obama, Michelle. Address to the Democratic National Convention. Denver Colorado. Retrieved February 22, 2010 from http://www.docstoc.com/docs/1080588/Michelle-Obama-
http://en.wikisource.org/wiki/2008_Republican_National_Convention/Cindy_McCain%2
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