Zep Holthoff

Dr. Harris
Rhetorical Theory
02/15/2015
Situational Awareness:
A Rhetorical Analysis of Kennedys Inaugural Address
John F. Kennedys Inaugural Address is widely regarded as one of the most effective
instances of rhetorical discourse that occurred during the twentieth-century. His speech takes
advantage of a pressing rhetorical situation that surrounds the American people, ultimately
challenging citizens to combat several societal issues, including poverty and political turmoil.
Kennedys renowned speech was delivered during the height of the Cold War, which inspires him
to request political and civil action from the American public. At the same time, he asks citizens
to support his efforts toward improving the American economy, and maintaining the survival
and the success of liberty. His commonly cited assertion ask not what your country can do for
you; ask what you can do for your country, prompts Americans to strive toward preserving civil
liberty by honoring the countrys democratic Allies, abolishing poverty, and battling global
tyranny. From a rhetorical perspective, the presidents inaugural address is effective. Kennedys
powerful, persuasive speech helps achieve his political goals by asking American citizens to
support his endeavors through patriotic expression, economic prosperity, and a proactive pursuit
of universal peace.
The rhetorical situation surrounding Kennedys Inaugural Address centers around
ongoing economic and political issues. In the 1960s, America opposed the Communist-led Soviet
Union in a political conflict known as The Cold War. Although this war did not end in formal

military engagement, the potential for nuclear war was ever-present due to increasing use of
atomic militant technology. Both nations stockpiled devastating nuclear weapons, each
attempting to gain an edge over their political rival. Americans responded to this situation by
opposing Communism through the expression of democratic ideology. Recognizing the threat of
Communism, Kennedy requests that Americans promote liberty, while resisting the Soviet
Unions tyrannical influence. In his inaugural address, the president alludes to a peaceful solution
to this conflict: we offer not a pledge but a request: that both sides begin anew the quest for
peace, before the dark powers of destruction unleashed by science engulf all humanity
Kennedys call for a proactive search for peace and liberty extends to other nations as
well. He pledges to assist free men and free governments by casting off the chains of poverty.
During his presidency, Kennedy devoted much attention to poverty, which affected a multitude
of nations, including the United States. He sought to bolster Americas economic status through
scientific advancement and exploration. In light of the threat of nuclear conflict during the Cold
War, Kennedy promoted the use of nonmilitant technology, with the hope that this research
would help his crusade for peace. This notion becomes evident during his address when he
asserts, let both sides seek to invoke the wonders of science instead of its terrors. As a whole,
President Kennedy addresses several issues that plague the American public during his Inaugural
Speech. In essence, Americas problems are interconnected, as Kennedy attempts to combat them
simultaneously by promoting peace. Through discourse, Kennedy responds to the rhetorical
situation by committing to the abolishment of poverty, global oppression, and the preservation of
freedom within Americas domestic sphere.
Kennedy skillfully demonstrates Aristotles rhetorical concepts during his address. Above
all, Kennedy relies on the ethos he garners from his political authority to deliver his message.

Because Kennedy is president, American citizens are more inclined take action and support his
efforts toward improving the countrys economy and foreign relations with the Soviet Union. In
Book One of Rhetoric, Aristotle equates rhetorical proficiency with morality. He argues,
persuasion is achieved by the speakers personal character when the speech is so spoken as to
make us think him credible. We believe good men more fully and more readily than others
(Chapter 2) Kennedy adds to his ethos by demonstrating good character, and morallygrounded proposals when he addresses foreign policy. The president promises to help the
nations sister republics by challenging the American public to convert our good words into
good deeds He also suggests that Americans exercise empathy by assisting foreign countries
plagued by tyranny. According to Kennedy, this measure is not just an attempt to gain favor in
these nations, but a genuine demonstration of morality. He calls for action on the part of
American citizens by claiming, we pledge our best efforts to help themnot because we seek
their votes, but because it is right.
Meanwhile, President Kennedy cleverly plays on the American publics emotions through
pathetic appeals. In this regard, Kennedy recognizes both the sympathy Americans feel for
oppressed nations, as well as their fear of nuclear warfare. In book one of Rhetoric, Aristotle
claimed that a successful rhetorician should be able to understand the emotions-that is, to name
them and describe them, to know their causes and the way in which they are excited (Chapter
2). A skillful speaker in his own right, Kennedy demonstrates a competent understanding of
human emotion. When Kennedy was sworn into office, several foreign countries faced tyranny
from the Soviet Union. He acknowledges this issue by demonstrating empathy toward those
nations, to those people in the huts and villagesstruggling to break the bonds of mass misery,
we pledge our best efforts to help them In light of the Cold War, Kennedy also realizes that

atomic weapons pose a fearful threat to the American public. He utilizes this concern to promote
his desire for peace, claiming that both America and The Soviet Union are racing to alter that
uncertain balance of terror that stays the hand of mankinds final war. Clearly, nuclear warfare
has the potential to destroy humanity. Kennedy realizes this, proposing that the political rivals
strive toward a peaceful solution to the conflict.
For the most part, Kennedys speech relies on elements of both political and ceremonial
oratory. In book one of Rhetoric, Aristotle asserts that political oratory generated claims of
policy, which concerned future events. The political orator is concerned with the future: it is
about things to be done hereafter that he advises, for or against (Chapter 3). President
Kennedys address is riddled with future political actions. This is particularly true, considering
his peacemaking efforts with the Soviet Union. A more concrete example, however, comes in the
form of his proposed relations with the United Nations. He vows to renew our pledge of
support to this political entity, hoping that this relationship will prove fruitful in future years.
Kennedys speech arguably contains shades of epideictic, or ceremonial, discourse as well.
Ceremonial discourse concerns events that occur in present time by making claims of praise or
blame. According the Aristotle, the ceremonial orator is, properly speaking, concerned with the
present(Chapter 3) In essence, Kennedy praises the United States and its citizens throughout
his address. He identifies the present state of the American people, praising their courage and
devotion to liberty. A well-known section of his address demonstrates epideictic discourse, we
dare not forget today that we are heirs of that first revolutionborn in this century, tempered by
war, disciplined by a hard and bitter peace, proud of our ancient heritage, and unwilling to
witness or permit the slow undoing of those human rights Clearly, Kennedy has strong
respect for the American publics resiliency. He praises their efforts, claiming that, despite the

political turmoil surrounding the nation, American citizens remain true to the libertarian ideology
of their ancestors.
John F. Kennedys Inaugural Address is a genuine piece of rhetoric that demonstrates
several classic rhetorical strategies. Like the ideal rhetorician, Kennedy reveals oratorical
proficiency in several modes of discourse, including political and epideictic persuasion. At the
same time, President Kennedy utilizes his credibility as president, and his moral appeal to bolster
the persuasive quality of his speech. The president also exhibits a thorough understanding of
human emotion by offering pathetic appeals. In essence, all of these rhetorical elements work
simultaneously, ultimately allowing Kennedy to call the American public into action. Through
his Inaugural Address, he challenges Americans to promote liberty, strive toward economic
success, and stand firm against the political influence of Communist Russia. Despite an urgent
rhetorical situation, President John F. Kennedy delivers an optimistic, yet powerful, speech that
sets the tone for his successful administration.

Works Cited

"Book I - Chapter 2." : Aristotle's Rhetoric. N.p., n.d. Web. 14Feb. 2015.
"Book I - Chapter 3." : Aristotle's Rhetoric. N.p., n.d. Web. 14Feb. 2015.