1. PRESIDENTIAL SCANDALS STRAGEGIES AND RHETORIC Mary Moffett & Kristin Halfpenny

2. STRATEGIES IMAGE REPAIR DISCOURSE IMAGE REPAIR DISCOURSE  WILLIAM L. BENOIT APOLOGETIC DISCOURSE STRATEGIES APOLOGETIC DISCOURSE STRATEGIES  B.L. WARE & WIL A. LINKUGEL

3. IMAGE REPAIR STRATEGIES WILLIAM L. BENOIT 1)Denial –Simple Denial –Shift Blame 2)Evade Responsibility –Provocation –Defeasibility –Accident –Good Intentions 3)Reduce Offensiveness –Bolster –Minimize –Differentiate –Transcendence –Attack Accuser –Compensate 4)Corrective Action 5)Mortification

4. APOLOGETIC DISCOURSE STRAGEGIES B.L. WARE & WILL A. LINKUGEL Reformative Strategies Reformative Strategies  Denial  Bolstering Transformative Strategies Transformative Strategies  Differentiation  Transcendence Major Rhetorical Postures Absolution Vindicative Explanative Justificative

5. RICHARD MILHOUSE NIXON DENIAL SPEECHES - 1974 Strategies & EffectivenessDenial Simple Denial Simple Denial Shift Blame Shift Blame Reduce Offensiveness Minimization Minimization Transcendence Transcendence Corrective Action

6. WILLIAM JEFFERSON CLINTON DENIAL SPEECH – JAN. 26, 1998 Denial Denial Transcendence Transcendence Bolstering Bolstering

7. NIXON SCANDAL PHOTOGRAPHY

8. NIXON’S RESIGNATION SPEECH Strategies & Effectiveness Denial Mortification Apology Evade Responsibility Good Intentions Reduce Offensiveness Differentiation Bolstering Transcendence

9. CLINTON SCANDAL PHOTOGRAPHY

10. CLINTON NATIONAL ADDRESS: POST-GRAND JURY Techniques Used in this speech Techniques Used in this speech –Mortification –Denial –Attacker accuser –Transcendence Critics Comments Critics Comments Private Vs. Public Duality Private Vs. Public Duality

11. AUDIENCE AND IMAGE Audience Perceptions Number and Type of Audience Likely Reaction of Audience

12. MEDIA AND IMAGE The Fourth Estate The Fourth Estate Public Polling Public Polling Ex. Clinton speech Ex. Clinton speech Implications? Implications?

13. DISCUSSION: EFFECTIVENESSANDOUTCOME