Tangible imagery

The Harvard Business Review of January 2001 explored the significance of tangible imagery further. Eileen Roche’s article summarised extensive research into the links between the speaking style of US presidents and the inspiration felt by citizens. In particular, researchers studied their inaugural address and key speeches, tabulating and contrasting the frequency of concrete and vivid image–based words, such as "sweat", "heart", "path", with abstract and concept–based words, such as "alternative", "commitment" and "work". They came to the hitherto unremarked but blindingly clear conclusion that, the greater the proportion of image–based words, the higher the president’s charisma rating. The presidents who used most image–based words in their pivotal speeches received highest scores in both charisma and greatness. Indeed, presidents who verbally painted a picture of their vision were best at persuading others to follow them.

As an example, the HBR article pointed to a passage from the inaugural address of John F Kennedy: "Together let us explore the stars, conquer the desert, eradicate disease, tap the ocean depths, and encourage the arts and commerce." Compare that with Jimmy Carter’s 1977 address: "Let our recent mistakes bring a resurgent commitment to the basic principles of our nation, for we know that, if we despise our own government, we have no future." The differences are striking. Kennedy’s speech evokes vivid pictures – close your eyes and you can see the night sky, a barren sandscape, the murky waters. Carter’s, however, prompts no such images and fades quickly from memory.

Comment on this page