In the next paragraph Blair uses a lot of figures and numbers, which comes across as very factual. He uses the rule of three when he says “no rights, no justice, no protection”. These three factors are all things people take for granted, and would shock the viewer to learn people are living without them. When he says “old women humiliated, young men massacred just for being Albanian” the audience can clearly identify with Blair, and Milosovich comes across as an evil dictator with no justice in killing people. When he uses the metaphor “Serb killing machine” this puts a picture in the audiences mind of an emotionless, evil killer that shows no pity or remorse, and once again bring us together, this time with the people of Kosovo, by saying “our fellow human beings”.
He begins the next paragraph with “Act or do nothing?” He is giving the audience a choice, and rules out the option of doing nothing by saying, “do nothing and Milosovich will feel free to do as he likes with the civilian population”. This creates an image of Milosovich almost toying with the people of Kosovo, doing as he pleases with them, regardless of the consequences. He creates another picture in the viewers minds, saying ‘they will be ground under his heel at the very moment when these poor, defenceless people are begging us to show strength and determination”. He is making the nation feel needed, and makes them feel they must act. Blair then creates a feeling of patriotism, saying “if we do nothing we will show unpardonable weakness and dereliction, that is not the tradition of Britain”. He uses national feeling to make people feel guilty, and want to act. He weighs up the problems in the next sentence, making him appear realistic, making it clear that he is aware of the risks he is taking, but then says “ taking action is the chance only justice has got”. This is quite personal, as many of the viewers will believe that justice should be served, and if this is the only way possible then action must be taken. He then brings Kosovo startlingly close to home when he says “Kosovo is a part of Europe, a short sea journey from Italy, a short drive from Greece”, which shocks the viewer, and linking us all together. He brings up a past incident, and says, “We stopped it then only by standing up to him”. He makes taking action the option they must take, the use of the word ‘only’ suggested that we have no other choice. In the next sentence when he says ‘So I wanted to speak to you tonight’ this is very personal, as if he is speaking directly to the viewer, which, again, creates a feeling of intimacy. He then reveals that he has authorised British forces to join the NATO allies in the attacks, and the viewers agree with him.
In the next paragraph Blair is open, upfront and honest as he gives a realistic prediction of it being tough, and then addresses the audience on a personal level, saying ‘I ask your support in seeing it through’. He is almost relying on the audience to see it through this war, which makes the audience feel responsible and a big part in serving justice. He uses the rule of three again when he says “ for the sake of humanity and the future safety of our region and the World”. These three are all things that the audience would care about, and would fight for if they had to. Blair then brings in religion when he says “they are in our thought and prayers tonight”. This also makes him look concerned and caring, gaining the approval of the viewer.
In the final paragraph Blair offers a contrast of images when he says, “barbarity cannot be allowed to defeat justice”. Barbarity creates a feeling of cruelness and uncontrollable chaos, making Milosovich appear uncivilised, lawless and evil, while justice creates a feeling of a lawful, orderly and civilised society. This shows that Blair has the worlds best interests at heart, and that he knows what must be done. He concludes with “This is simply the right thing to do”. This sentence shows that there is no other choice, and that action simply must be taken.
