Establishing credibility, otherwise known ethos is the first persuasive technique that JFK uses, “For I have sworn before you and Almighty God the same solemn oath our forebears prescribed nearly a century and three-quarters ago.” This line demonstrates his full understanding of his responsibility towards the American people. The use of formal diction evokes national pride and respect especially in the reference to past Americans as "forebears". During his opening line he follows the addressing of many prestigious government figures by ending with fellow citizens. Throughout the whole length of the speech, JFK creates an impact on the emotions of the audience, tying himself to them, identifying with them by using pronouns such as “we”, “our”. Lastly, in order to build his ethos, Kennedy promises the world that he will do everything possible in order to maximize and guarantee freedom for every nation.
Kennedy also uses pathos to create an emotional appeal to his speech as well as to himself. By stating that our hands have the ability and the power of destruction but can also solve problems, he plants a seed in the audiences mind making them believe that, they, decide of the future of their country. Being elected after World War II, he relies on the nation’s fear of the atomic weapon to convince them that he will protect them from war. He, will protect them from “the dark powers of destruction unleashed by science”. The use of this technique is very effective to involve his audience emotionally and push them to action, to vote for him. The public is convinced that the new President will serve their best interest to avoid further damage because of the mass destructive war weapon.
Kennedy builds his logos throughout the speech mainly by repetition of his desire to set nations free and unite these free nations to prevent the spread of communism. Furthermore, he presents negotiating as a positive and civilized tool towards progression of economic as well as social and political factors for the peaceful and well functioning of the country. By doing so, he obscures the existing violence that is involved for the achievement of his goals for the United States. Furthermore, John F. Kennedy uses comparison as a rhetorical tool to call out to the public to join him in freeing other nations under communist rule. An anaphora was used to create logic in the development of the speech. By using the same beginning for a sequence of sentences, it is easier for the audience to understand the message and the plans he has. He first exposes the problem and then provides a solution for it that, evidently, requires the participation of the citizens.
The speech was broadcasted all over the United States, over television and on the radio therefore, the delivery of the speech was just as essential as the content. Kennedy used hand gestures and eye contact with his audience to be more persuasive and well received by the large audience. His voice gets louder and his body more opened up when he mentions himself and how he is going to help the United States of America and he will be a responsible and faithful President. This indicates his confidence and will power, he is willing to give “everything he has” to be accepted and followed. For instance, when he mentions different groups of people such as “those new states”, “those people in the huts and villages”, he makes eye contact and creates a feeling of acknowledgement for the audience.
Overall, Kennedy presented a powerful speech that caught the nation’s attention and incited them to offer their trust to President Kennedy, in return of a peaceful and successful society. The use of rhetorical devices such as the linguistic features that include anaphora, repetition, metaphors, use of pronouns to involve the citizens and unite them, helped build a stronger speech. Although, the strength is mostly accomplished by the use of ethos, logos and pathos that are made up of the rhetorical techniques. By delivering a logic, emotionally appealing and credible speech in a determined and confident manner, John Fitzgerald Kennedy obtained the approval of seventy five percent of Americans.
