1. Political Rhetoric

2. Shared American values Freedom/liberty Equality Individualism Free enterprise/laissez-faire economics American dream/opportunity

3. Different priorities Infrastructure Defense Education Scientific research Prisons Aid to the disadvantaged

4. Is there a cultural divide between liberals and conservatives?

5. “Do you think there is too much, too little, or about the right amount of government regulation and involvement in the area of environmental protection?” Too About Unsure MuchLittleRight %% ALL adults1947322 Republicans2923454 Democrats1561231 Independents1755235 The Harris Poll, August 9-16, 2005, N=1,217 adults nationwide, MoE+/-3.

6. Which punishment do you prefer for people convicted of murder: the death penalty or life in prison with no chance of parole?" DeathLife in Unsure PenaltyPrison %% ALL424612 Republicans533314 Democrats325711 Independents434611 Quinnipiac University Poll. Dec. 7-12, 2004. N=1,529 registered voters nationwide.

7. Symbolism in campaigns Romney: family (or)Romney: family(or) Thompson (or)Thompson(or) Maryland values coalition Edwards (or)Edwards(or) Clinton (or)Clinton(or)

8. Lakoff’s argument A cognitive linguist Argument: Unconscious value systems underlie the way liberals and conservatives talk about politics. Society is a family Government is a parent

9. What does this have to do with campaigns?

10. Can Lakoff’s analysis help us understand why some messages are especially effective? Willie Horton Compassionate Conservative Helping Americans who “work hard and play by the rules”