Student Scholarship

Document Type

Research Paper

Abstract

During the 1952 presidential campaign, both Adlai Stevenson and Dwight Eisenhower relied heavily on speeches to communicate their platforms, though they employed vastly different strategies and styles. While Governor Stevenson focused on the intellectual content of his addresses, General Eisenhower emphasized the emotional mood and a sense of earnestness. 

Stevenson was known for his literary approach, often spending long hours personally writing and editing his speeches. He preferred prepared scripts and was particularly effective in indoor auditoriums or via television. Despite having a staff of researchers and high-profile writers like Robert Sherwood and Archibald MacLeish, Stevenson insisted on redrafting the final product himself to ensure it reflected his own unique style and humor. 

In contrast, Eisenhower was at his best when speaking extemporaneously, such as during his extensive whistle-stop tours. His audiences often responded more to his personality and perceived integrity than to specific policy details. While he also worked with ghostwriters and researchers like Stanley High and Gabriel Hauge, he frequently discarded prepared scripts in favor of his own "off-the-cuff" remarks to better connect with voters. 

The process of speech preparation for presidents like Harry S. Truman and Franklin D. Roosevelt also involved significant collaboration with staff, but the final version was always considered the president's own. Truman’s process often included multiple drafts that were meticulously reviewed for clarity and nuance. Roosevelt, a master of the "fireside chat," was particularly effective in using his spoken words to exercise leadership and shape national policy.

Research Highlights

  • The Problem: The author investigates the "how and why" of public speech-writing among political figures, specifically examining whether leaders write their own material and how ideas are translated into delivered speeches. 

  • The Method: The researcher utilized primary interviews with figures such as David Bell and Mrs. Martha Delaney, attended academic seminars, and conducted historical analysis of the 1952 Presidential campaigns of Adlai Stevenson and Dwight D. Eisenhower. 

  • Quantitative Finding: Adlai Stevenson traveled 67,000 miles and delivered 21 speeches in a 9-day period; his television appearances reached 12–15% of the U.S. population compared to 4–5% for Eisenhower; President Truman’s radio address on the national emergency went through 10 distinct drafts; 60% of national newspapers supported Eisenhower. 

  • Qualitative Finding: Stevenson focused on intellectual appeals and "mind-to-mind" communication using a conversational style and sharp wit; Eisenhower prioritized emotional impact and a "homey" personality, often relying on off-the-cuff remarks rather than prepared scripts; professional "ghostwriters" serve as a strategic service group that interprets information and molds policy while maintaining the speaker’s personal literary style. 

  • Finding: The research concludes that while staff members and researchers provide essential data and early drafts, the final product remains the responsibility of the public figure to ensure it reflects their own convictions and style.

Publication Date

1-1953

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Creative Commons License
This work is licensed under a Creative Commons Public Domain Dedication 1.0 License.

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