Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency

Barack Obama's rhetorical style is broadly acknowledged to be one of the most outstanding examples of communication strategy in recent political oratory. His political success reinforces the thesis that language is a powerful tool to influence citizens. The relationship between power, discourse and cognition provides the theoretical framework for the present analysis of Obama´s Inaugural Address; a speech which relies on literal meanings, and above all on figurative ones. Using this speech I will demonstrate how metaphor is a powerful strategy since first, it facilitates the understanding of abstract concepts in a short time span; second, it conveys positive images that benefit the orator; and, finally, because the message conveyed is doubly powerful as it works through both auditory and visual channels. &nbsp