Alex Cook
Bedell
CAS 137H
12 October 2012
Motivating the Middle Ground
Fear. Chaos. Violence. These three words carry weighty connotations that transcend the contexts in which they are used. One does not have to know the details of a situation described by these words to realize that it is bad. However, when inserted into the context of a particular place and time, they take on added meaning. For example, look at the United States in the year 1968. Fear, chaos, and violence reigned supreme. Additionally, it was a presidential election year. The candidates from both parties had to offer solutions to address the deteriorating state of the country if they were elected. With the recent advent of home televisions in households throughout the country, political ads played a crucial role in conveying a candidate’s message to voters in this election. One particular TV ad utilized by the Nixon campaign is entitled “The First Civil Right.” This ad makes an effective appeal to elect Richard Nixon to the presidency through its logical narration that targets middle-ground voters, appeal to pathos that is enhanced by the pictures and music, and sense of urgency that convinces people that voting in this election is important.
One of the most important prerequisites for understanding this ad is its historical context. 1968 was a tumultuous year for America and its people. Both foreign and domestic crises plagued the nation. The escalating Vietnam War, one of the most controversial struggles in the history of the country, sparked hundreds of anti-war protests, especially on college campuses. By April, there were over 500,000 American troops in Vietnam with no clear end in sight. Several tragedies, such as the My Lai massacre, also occurred in 1968 (“1968: Timeline”).
The other major issue of the time was the burgeoning Civil Rights movement. Led by iconic figures such as Dr. Martin Luther King Jr., this movement was also fraught with violent riots throughout major urban areas. Both protester and police violence peaked during 1968, leading to many arrests, injuries, and deaths. In addition, King was assassinated on April 4 in Memphis, Tennessee, which led to even more widespread chaos. Robert F. Kennedy, a popular contender in the presidential race, was also shot and killed in June, just two months later (“1968: Timeline”). Overall, 1968 was an intense time of uncertainty that was undoubtedly characterized by fear, chaos, and violence.
It was in this climate that Republican candidate Richard M. Nixon aspired to win the office of the presidency of the United States. His campaign asserted that he “claimed to speak for the “silent majority” of law abiding citizens whose voices were presumably drowned out amidst the social upheaval, and he promised a return to the stability of the Eisenhower years” (“The First Civil Right”). The primary reason that this ad is rhetorically effective is because its logical narration makes a direct appeal to these middle-ground voters. About halfway through, an ordinary, middle-aged male voice begins speaking. His tone is calm but confident, a voice that the average voter would be willing to listen to. It is obviously not the voice of a radical racial crusader or an angry college protester. By utilizing a narration with this tone and character, Nixon sends out a clear message that he stands for the average citizen who desires a return to peace and stability.
The second aspect of the narration that appealed to the average voter in 1968 is the clear logic employed in the rhetoric. This is a great example of argument that uses logos. In fact, the transcript of the ad reads almost like a logical proof:
It is time for an honest look at the problem of order in the United States. Dissent is a necessary ingredient of change, but in a system of government that provides for peaceful change, there is no cause that justifies resort to violence. Let us recognize that the first civil right of every American is to be free from domestic violence. So I pledge to you, we shall have order in the United States (“The First Civil Right”).
The rhetoric uses a deductive argument. The first sentence simply provides a brief introduction to the subject of the ad. Sentence two is the major premise. Peaceful dissent is necessary in the American democratic system, but violent opposition has no place in it. The third sentence is the minor premise that states that every American ought to be free from domestic violence. The last sentence is the conclusion, in which Nixon promises to restore order to the United States, thereby freeing ordinary Americans from domestic violence. This rhetoric is effective for its simplicity, brevity, and reasoning. There is no doubt that it would have appealed to the average American voter in 1968.
By utilizing pictures and music, the ad also makes an appeal to the viewer’s pathos. For the first twenty seconds, there is nothing but a stream of pictures depicting the violence that gripped the nation at the time. The rate at which the pictures change varies throughout, adding to the sense of chaos and confusion. Even the music enhances the emotions of the ad. Driving drum rhythms and dissonant piano interjections imply an impending sense of doom. These elements appeal to the audience’s fear. Nixon knew that the average voter in 1968 was very concerned about the events going on both in America and abroad. People were afraid for the future of the country. The ad draws on this fear to capture the viewer’s attention, and then, through rhetoric, reassures them that Nixon is the right man to restore order to the United States.
Lastly, the ad uses a simple conclusion to instill a sense of urgency in voters. Nixon accomplishes this by drawing on the exigence of the ad, which clearly is that 1968 America was engulfed by chaos and needed new, effective leadership right away. He offers voters a proposition: vote for him in order to keep the world free from violence. These ideas are beautifully summarized at the end of the ad. The pictures disappear and the music evaporates, immediately followed by a simple sentence: “THIS TIME VOTE LIKE YOUR WHOLE WORLD DEPENDED ON IT” (“The First Civil Right”).
Although it is harder for people today to grasp the implication of these words without looking at the historical context, the people in 1968 lived in that world. They knew firsthand the ugliness of the Vietnam War and the violence of race riots. To them, this statement must have resonated to their core. They knew that a change in leadership was needed in order to turn the country around. Amidst the confusion of the events of 1968, Nixon portrayed himself as that leader, epitomizing his ability in this sentence at the end of this ad. This rhetoric obviously worked, as he won the election and became president.
“The First Civil Right” makes an effective appeal to elect Richard Nixon to the presidency through its logical narration that targets middle-ground voters, appeal to pathos that is enhanced by the pictures and music, and sense of urgency that motivates people that voting in this election is important. Using these rhetorical strategies, Richard Nixon successfully captured the election. This ad shows how effective logic can be enhanced by emotional appeal through the use of images and music. It also shows how deeply the concepts and principles of rhetoric apply to the American political scene. By analyzing how these elements work, people can better understand the issues at hand and become more effectively-engaged citizens.
Works Cited
“1968: Timeline.” The Whole World Was Watching: An Oral History of 1968. Brown University, n.d. Web. 3 Oct. 2012. <http://www.stg.brown.edu/projects/1968/reference/ timeline.html>.
“The First Civil Right.” Commercial. The Living Room Candidate. 3 Oct 2012.
<www.livingroomcandidate.org/commercials/1968>.