Harvard Business Review

Why the Gettysburg Address Is Still a Great Case Study in Persuasion

APRIL 09, 2015 marks the 150th anniversary of the end of the American Civil War – just a month after the inauguration of President Abraham Lincoln. Needless to say, Lincoln became one of America’s most revered presidents and his best-known speech is, of course, the Gettysburg Address. This speech is often studied for means of rhetorically claiming its hidden gems of psychological persuasion. In the first line already, Lincoln delivers four distinct psychological strategies designed to persuade his audience – which undeniably makes for good advice for all communicators. Harvard Business Review further discusses why and how the Gettysburg Address is still very much relevant as a case study in persuasion.

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