The art of repetition

I don't usually point to political speeches, and frankly there hasn't been too much worth talking about over the years. And then yesterday, here in Japan so many miles away from the US, I stopped and took a moment to turn on the international news. I tuned in and saw this speech below by US presidential candidate Barack Obama. It was a concession speech of all things; I didn't expect much. But this 10-min speech blew me away. This was a scripted speech, and one of the best written and delivered I have seen in some time. Cable news pundits are saying that this concession speech (didn't sound like a "concession speech") may be one for the ages. Only time well tell. But this short speech had it all: simple but eloquent and powerful language, and a strong yet upbeat, friendly delivery. Looks like the speech and communication teachers have a new one to put in their reels.

Yes, we can
Repetition is a classic technique in presentation and speech making (and in design as well). It can help you tie the theme together and it creates clarity for the listener. Every school kid in America, for example, learns about one of the greatest speeches in American history, "I Have a Dream" by Martin Luther King, Jr. In that 1963 speech, MLK used the "I have a dream" refrain through out. Actually, while watching the latter parts of Obama's speech today I almost got the sense that Obama was channeling the styles of both MLK and JFK (an idea that some in the media noticed as well). Communication isn't everything, but it's huge when you're trying to lead. Yes, brains and reason and compassion are requirements for leadership, and a leader better have a plan and the intelligence to see that plan through. But great leaders also inspire and motivate, and nothing inspires and motivates like a great speech. The video below is the last half of the speech (the best part). But you may enjoy the entire speech as well.


Partial transcript
Here's a bit of the contents from Obama's speech. Notice the refrain: Yes, we can.

For when we have faced down impossible odds, when we've been told we're not ready or that we shouldn't try or that we can't, generations of Americans have responded with a simple creed that sums up the spirit of a people: Yes, we can. Yes, we can. Yes, we can.

It was a creed written into the founding documents that declared the destiny of a nation: Yes, we can.

It was whispered by slaves and abolitionists as they blazed a trail towards freedom through the darkest of nights: Yes, we can.

It was sung by immigrants as they struck out from distant shores and pioneers who pushed westward against an unforgiving wilderness: Yes, we can.

It was the call of workers who organized, women who reached for the ballot, a president who chose the moon as our new frontier, and a king who took us to the mountaintop and pointed the way to the promised land: Yes, we can, to justice and equality.

Yes, we can, to opportunity and prosperity. Yes, we can heal this nation. Yes, we can repair this world. Yes, we can.

Related links
• JFK's "Ich bin ein Berliner" speech from 1963.
• MLK's "I have a dream" speech from 1963.

Comments

[atma]

You may be interested in the english posts Jean Veronis from France has written about the use of anaphora (which is the name of this particular figure of speech)

Here is his blog: http://aixtal.blogspot.com/
and here the first of his posts where he analyses the speeches of the french president from a statistical and word usage point of view (in french): http://aixtal.blogspot.com/2007/05/texte-mesure-lanaphore-1.html

Perhaps seeing the (not so hidden here) structure behind these speeches can help one build its owns effective speeches.

Best regards

[~bc]

You may be interested to know these two things: one, Barack was lifted to national recognition after being the keynote speaker at the Democratic Nat'l Convention in 2004, when he was only a State Senator. I sat up in my seat when I heard it from this unknown, and knew at the moment that he was going to have a major role in the party's comeback. I have heard he wrote the speech himself, though I can't say for sure. It is nearly unheard of to see a State Senator give such a high-profile speech at such a convention.

Two, I've heard that a former JFK speechwriter is involved with the Obama campaign, which occurred after hearing Mr. Obama speak. Again, hearsay - I've watched way too much political coverage in the last month:-)

[John Windsor]

Excellent post, Garr, and Obama's speech is indeed impressive.

The NY Times raises an interesting counter-point. Hillary Clinton has been showing a more emotional, "human" side in her interactions with voters, and that was said to be a big factor in her win in New Hampshire. According to today's article, her campaign will now be featuring this "speaking from the heart" approach. And in a battle of speaking to the head versus speaking to the heart, the emotional appeal usually wins. It will be fascinating to see how this all plays out.

Here's a link to the article:
http://www.nytimes.com/2008/01/10/us/politics/10clinton.html?pagewanted=2&_r=1&hp

Regards,
John

[John Watkis]

Hi Garr,

I don't think we have to wait before proclaiming Obama's "concession speech" as one for the ages. It will definitely be added to the list of "speeches for the ages". His use of anaphora (repetition of a word or phrase to begin a sentence or section of speech) wasn't limited to "yes we can". If you listen closely, he uses the technique in all of his speeches.

The link you gave to the "I have a dream" speech doesn't show the complete speech. You can watch the entire speech at this link:

http://www.youtube.com/watch?v=PbUtL_0vAJk

Contrary to popular belief, "I have a dream" was not the theme of his speech. The theme was "freedom". He only repeated "I have a dream" near the end of his speech. But the words "freedom" and "liberty" were repeated from beginning to end.

You mentioned that repetition is key in design. I would be interested in hearing more about that.

Keep up the great work.

John Watkis
http://www.wellwrittenwellsaid.com/successfulspeechesblog

[Kyle Adams]

I sang in a gospel choir in college; his speech reminds me of the lyrics and phrasing from many of those songs. I wonder if the reason that he seemed to channel MLK is that they are both familiar with African-American spiritual traditions. Repetition (Amen! Amen! Hallelujah!) plays a big role in both the songs and sermons.

[Fred]

The fact of Obama's rhetorical skill is not up for debate, and although I don't agree with the tenets of his political ideology (in fact, I abjure most of them), I have to give him his due as an orator.

I'm hoping it's back to your usual scintillating posts, I have enough of politics everywhere else I go online these days.

[bdecker]

Ah Fred, politics gives us a platform for saying how important communications is in victory and defeat.
Great post Garr. See more on Obama and the other victory/concession speeches here (if you want)
http://www.bertdecker.com/experience/2008/01/communication-w.html
Now we just have to see some visual support from our politicians - as in the Ross Perot days.

[Kelly Wissink]

Hi Garr!

Great Post.

Looking from a business stand point. If your not repeatedly developing a trustworthy relationship with your customers and employees your business is headed south in a hurry.

Combine the ability to inspire and motivate, and you become a powerful message of hope.

Americans are sick of the canned political babble of wannabe change agents.

~Kelly Wissink

[T. Benjamin Larsen]

Hi Garr!
Thanks for a great site, I've been stopping by for more than a year and made sure you've earned some extra allowance by buying several of your recomended books. (I'm currently awaiting your own stab at the book-thing, congrats!)

Anyway I was wondering why you hadn't posted anything about Obama. I remember catching his '04 speech on Youtube and was awestruck. The guy seems almost "dangerously" inspirational as I actually managed to feel emotional about his "There's only one America"-speech.

I know, this doesn't seem especially odd, but when you consider the fact that I'm a born and bread Norwegian, still living in Norway and have never even visited the US, I think it speaks volumes.

[Chris]

Awesome speech, I am in the US I didn't even watch this speech and none do the TV companies made a mention. All they were saying how courageous Hilary Clinton was, all they are doing promoting her. Thanks to this blog you can point out the good in others. Maybe from now on Obama can change his campaign theme from Change to "Yes, we can" that sounds much better.

[Scott]

Great orator for sure but I think Cesar Chavez may want some royalites for "Si, Se Puede"

[mark ivey]

Nice post, Garr, and yes, awesome speech. I don't normally write about political speakers either--I work with Fortune 500 companies in Silicon Valley--but I couldn't resist this week. It's fascinating to follow the battle as Hillary and Obama stake out their ground. Give Obama credit for engaging with audiences on such an emotional level, using MLK and JFK like techniques (repetition, voice tone, memorable phrases, pregnant pauses, etc). Meantime, perhaps out of desperation, Hillary has started to find her own voice, coming across as more real, more authentic, richer. Before she was seen as too cold and scripted. Whether you like her or not, it connected with women in NH and put her back in the race. She's no Obama (or even Bill Clinton) but she's made a stunning improvement. See my take on it at: http://markivey.typepad.com/onthemark/
Anyhow, I hope you write about political speakers more often--this time around could be an interesting showcase on both sides for anyone interested in public speaking.

[BarelyFitz]

In comparison, take a look at Romney's concession speech:
http://youtube.com/watch?v=9fXU11oriYE

He tries to use a similar technique, repeating "but they (pause) they haven't".

Unfortunately, to me at least, he completely failed. When a few people in the audience finally repeat his catchphrase he almost chides them for not helping him out sooner.

[Thomas Ganter]

Reading the post and listening to this speech reminded me also of the last Lord of the Rings movie. It's been a while since I watched the film, but I remember a speech in there which has a repetition on the line "but it is not this day", with the conclusion on "this day we fight" (at least that's how I remember it).

Interesting how these things stick.

[Benjamin Baxter]

Repetition isn't always just the words, but in the structure.

His 2004 DNC Keynote uses this in the bit about the Red States and Blue States, something to the effect of:

"We coach little league in the Blue States, and yes, we have some gay friends in the Red States."

He goes on with the Red States/Blue States, talking about government poking around our libraries and such.

"Yes, we can" is a far simpler form.

http://awaitingtenure.wordpress.com

[Benjamin Baxter]

Oh, and I Have A Dream has three distinct passages. It draws on a "blank check" analogy, then a "lips dripping with nullification" indictment of the status quo if I remember correctly, and then, only then, the "I have a dream."

[marcus]

»Yes, we can repair this world.«

no. you can’t. obviously. you don’t even know that this world isn’t flat anymore. haha.

pretentious and arrogant as americans used to be. idiots.

marcus, germany

[marketing]

In Argentina, in 1989, we used to have a presidential candidate who had a similar slogan. His name was Eduardo Angeloz and he repeated "Se puede" (similar meaning to We can).

[Chris]

I don't doubt Barack Obama's excellent oratory skills but I worry that people mistake this as what makes him Presidential material. There have been plenty of charismatic and highly communicative leaders who were all sizzle/sound bite and no steak/policies.

The "Yes, we can!" mantra is very familiar to many parents and ripe for a YouTube spoof. (http://au.youtube.com/watch?v=CZnYzD-LnSU) Great site and info!

[Chris]

I don't doubt Barack Obama's excellent oratory skills but I worry that people mistake this as what makes him Presidential material. There have been plenty of charismatic and highly communicative leaders who were all sizzle/sound bite and no steak/policies.

The "Yes, we can!" mantra is very familiar to many parents and ripe for a YouTube spoof. (http://au.youtube.com/watch?v=CZnYzD-LnSU) Great site and info!

[erin]

what is emotional word repetition?

[Adrienne USA]

I don't know how many people are looking at this anymore, but I am actually writing a paper in school right now on how this speech and Martin Luther King's speeches make both men's oratory skills similar. My teacher remarked that my paper was more informative than argumentative. Can anyone give me any feedback on how to fix this little problem?
p.s. there are various people from other countries who have posted negative comments about Obama, and the U.S., and Americans in general. As an American,I have always wanted to tell people from other countries that it isn't our fault that the world hates us. It's our governments. Obama wants to change the government so that we can repair our friendships with other nations and the friendship our nation had with our government. Just because a few evil men are in office now, don't take it out on the regular folks who live here. We are just regular working folks who are trying to pay bills, raise kids, and find a little bit of happiness is in this crazy world. Just like everybody else.

[Chris Rusak]

For whatever it's worth, I find it interesting that visual artists also use repetition of images as a tool to reinforce the ideas in their work.

Nice post and great commentary.

[Richard Prager MD FCCP]

Barack Obama is the Pied-Piper of America!
Becareful America, the water is deep and
we can often drown, by following just our
hearts and not our brains. The truth and
facts are what we expect from our country men who lead us, not just the anaphora of
a youthful orator.

[Yoshi]

Adrienne! You're probably not even following up on this anymore, but if you do: I would love to read your paper on the comparison of rhetoric in Obama's and Martin Luther King's speeches. I am currently researching the spiritual aspects of Obama's oratory using elements of gospel and sermon, and I'd be thrilled to read what you found out about the similarities to MLK's speeches. If you allow me to, my email is yoshiwara@hotmail.de. Thanks a lot!