Chapter 43. Sounding the Part Matters Too!

In the 2004 U.S. presidential election, one big difference between the two candidates was the way in which they presented their ideas. These contrasting approaches became known as “Bush-speak” and “Kerry-speak.”

“Bush-speak” consists of short sentences of five to eight words, using few “buts,” “ands,” “howevers,” and other verbal clutter. Communication experts represent “Bush-speak” as a straight line: sentences that are easy for listeners to understand and remember.

“Kerry-speak” is much more complex. He pauses, includes different perspectives, and thinks about what he is saying, circling back to add additional ideas. Communication experts represent “Kerry-speak” as a spiral: sentences that are harder ...

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