Richard Nixon Checkers Speech

On September 23, 1952 Richard Milhous Nixon sat down to address the largest television audience ever

amassed by a politician this was no ordinary political speech. Nixon’s future in politics was on the line. In

one speech Nixon had the daunting task of not only clearing his name of the allegation that he had

received illegal campaign funds, but he also had to present himself as a viable asset to the Republican

ticket. Nixon bared his heart to the American people, and in turn was applauded for his honesty and good

character. Nixon’s speech was met with nearly unanimous acceptance and praise. But, audience

acceptance alone is not what makes a speech unforgettable or worth writing about. Good speech

analysis involves evaluating the speaker, audience and environment surrounding a speech.

Before Nixon’s speech can be analyzed there must be a clear understanding of the events leading up to

his speech. After only six years in politics as the California state Governor, Richard Nixon was chosen by

Dwight Eisenhower as his running-mate in the Presidential election. Being only 39-years

old and having relatively no political experience it was an honor for Nixon to be chosen.

The main issues being debated by the presidential and vice-presidential hopefuls were the Korean War,

communism and corruption. Nixon focused most heavily on addressing the issue of

communism because of his contributions in exposing democratic politician Alger Hiss as a communist

who had given secrets to the Soviets. The Hiss case consequently gave Nixon national exposure as an

able opponent of Communism and a defender of traditional America. . Everything was going

smoothly in the Nixon-Eisenhower campaign until September of 1952.

While on the campaign trail in Pomona, California Nixon received word that a liberal east-coast

newspaper had published an article suggesting he had received upwards of $16,000 in donations for his

personal use. Suggestions that Nixon resign came pouring into his administration. Ninety percent of the

press traveling with Eisenhower opposed retaining Nixon. Nixon was baffled and did not know how to

calculate his next move. It was Governor Tom Dewey, one of Eisenhower’s staff, who suggested that he

go on national television and defend himself Nixon had less than 48-hours to compose, edit, and

rehearse the speech that would make or break his political career.

In order to analyze Nixon’s make-or-break speech we must first look at the rhetorical problem, or

obstacles that the speech strives to overcome. The primary problem Nixon had to face was proving his

innocence. Newspapers everywhere were overflowing with articles recounting the vice-presidential candidates guilt. But, luckily for Nixon, overcoming this problem was made easy by his spelling out every

financial asset he had accumulated since he was born. Nixon appeared an ordinary citizen when

recounting his financial status (which included all of his debts). In this speech, Nixon also had to prove to

Eisenhower that his name would in no way hinder Eisenhower’s chance at victory in the election. At the

end of his speech, Nixon appealed that the American people should call into Republican National

Committee and vote for whether or not he should stay in office. The ratio of telegraphed

responses were 200 to one in favor of Nixon’s retention. Nixon proved to Eisenhower that

the people wanted him on the ticket, and in turn overcame one of the biggest rhetorical problems of his

speech.

The purpose of Nixon’s speech must also be examined in order to make a comprehensive analysis of

the speech. In his autobiography Nixon described the three criteria his speech must meet in order to

convey his purpose: “(1) [it must] answer the immediate attack by explaining and defending the fund, (2)

ward off further allegations by showing that he did not accrue personal profit, and (3) launch a political

counterattack” (176). Nixon used these guide-lining principles to steer his way in the short 48-hour period

he had to compose his speech. The principal way these purposes were achieved was through the

application of the three Aristotelian modes of proof: ethos, pathos and logos (Cathcart 45).

The primary Aristotelian proof Nixon used to appeal to his audience was ethos, or credibility. In a sense,

the purpose of the “Checkers Speech” was to reaffirm Nixon’s status as a reputable politician the public

could put their faith in. Robert Cathcart more precisely defined ethos as “the image that receivers have of

the communicator as an expert source with a capacity for leadership and decision making and as one

who can be trusted”. Nixon’s credibility was gone as far as the American public was concerned until

he cleared his name of the allegations he had used $16,000 of private funds given to him by outside

donors.

In order to prove his credibility Nixon decided to show the American people that the fund was morally

defensible. In order to prove this, Nixon outlined his total income and expenditures from the time he was

born until that moment. In this listed discourse of his assets Nixon included his wife’s “respectable

Republican cloth coat” and the “little cocker spaniel dog” named Checkers for whom the speech would

later be named (“Nixon” 6-7). These are two of the most famous references in the speech, and they gave

Nixon a commonplace, all-American appeal that many people in the country could relate to.

Another tactic Nixon uses to prove his credibility is the testimony of reputable organizations. By noting

sources like “the audit made by Price Waterhouse & Co. firm,” and the “legal opinion [of] Gibson, Dunn &

Krutcher,” Nixon proves to the audience that what he is saying is indeed factual (“Nixon” 4). He provides

legitimate evidence that he is not employing any illegal tactics to obtain campaign finance, and in turn he

establishes a high level of ethos in his character. In addition, by including every last financial transaction

down to the mortgage on his house, it gives the listener the strong impression that he was telling the

truth.

The second proof of Nixon’s speech is pathos, or the emotional appeal. Cathcart defines pathos as “the

use of language to evoke feelings and desires in hearers and readers” (46). From his initial appearance

on television Nixon presents himself as a man who is wrongfully under attack: “I come before you tonight

as a candidate for the Vice-Presidency and as a man whose honesty and integrity have been questioned”

(“Nixon” 1). Throughout the speech Nixon attempts to present himself as a common citizen under attack.

Critics felt that Nixon’s speech was a “strange mixture of pathos and candor” (“Nixon Fights…” 25). When

talking about those who are attacking him it is impossible not to notice the absolute disdain in his voice

when he utters the word “smear.” Nixon is using pathos to show his supporters that he is truly distressed

about the false accusations.

Another way Nixon uses pathos at the end of his speech is by reading the letter a nineteen-year-old girl

wrote to him. The letter tells how her husband is fighting in Korea, and how she has faith that “great

Americans” like Eisenhower and Nixon will bring him home safely (“Nixon” 9). Nixon is drawing on a

sense of patriotism here that he feels all Americans should be having towards the cause he and

Eisenhower are fighting for. At the end of the letter, Nixon reads that this girl lives on only $85 a month,

but she is willing to give $10 of it to help Nixon. He is hoping that observer sits up and says, “if she has so

little and is giving so much to Nixon, he must be a worthy man to put my trust in.” He attempts to further

prove his trustworthiness by stating that “it is [a check] I shall never take cash” (“Nixon” 9). Altogether, Nixon is

using pathos to strengthen the viewer’s trust in him.

The final proof used in Nixon’s speech is logos, or the logical argument. Nixon’s entire speech is

formatted around the idea of logically presenting his ideas so that his audience will understand and

accept what he is telling them. By using abundant facts and nonverbal body-language cues the viewer

gets the sense that Nixon is telling the truth. Nixon includes facts about his opponent having his wife on

the pay roll, his annual income, and his service in the military (“Nixon” 5-8). It is impossible for the

observer not to feel as if they are having a private discussion with Nixon where he is bearing his soul to

them. Nixon’s body language gives even more of an indication that he is presenting “real proof” to the

audience. Several times during the speech he picks up the script as if it were “tangible proof” of his

innocence. Likewise, he uses phrases like “I have that audit here in my hand,” (“Nixon” 3) which gives the

impression that Nixon had nothing to hide and he is a “man of good sense who was dealing with the issue

in a rational manner” (Cooper 163). The proof is right there in his hand for the nation to see. He makes it

hard for anyone to argue with his proof.

Although his speech is overflowing with examples of ethos, pathos and logos, there is no apparent order

to their appearance in the speech. Nixon begins by automatically identifying the reason why his speech

is being given. He then proceeds to logically recount what the funds were used for, his own financial

history, his condemnation of his democratic opponents, his faith in Eisenhower’s abilities and lastly his

plea that the American people decide whether or not he should be allowed to run. Nixon’s speech is

simply constructed, but its honesty and clarity convey to the listener that he is putting his life out for the

public to judge.

Other important aspects of the speech are the setting and Nixon’s body language. The presence of his

wife sitting by his side suggested his family stability. For the most part, Nixon stayed seated at his desk

during the speech. He made frequent eye contact with the audience, and only sporadically stopped to

check his notes. Nixon rose to his feet near the end of the speech when he began speaking about his

passion and admiration for his country. This gave the observer the impression his patriotism was heartfelt.

Nixon’s use of gestures during his speech should also be noted. Critics commented that his “frequent use

of open hand gestures conveyed a sense of disclosure” (“Nixon Fights…” 25). Altogether, Nixon’s

backdrop and mannerisms during the speech contributed to the feeling that he was an honest, credible

politician. .

Altogether, Nixon’s speech was a critical success. As a result of his speech he retained his spot on the

Republican ticket for vice-president. Nixon went up against everyone who was telling him it was best to

resign and proved that complete honesty usually never fails. In this speech he set a precedent for future

politicians to come. It would have been easy for Nixon to resign his nomination or simply deny the

allegations. But, in his autobiography he explains how he found the strength within himself to rise to the

occasion of this pivotal speech: “if you have made a final decision after thorough consideration of all the

options, you fill find within yourself the calm, confidence, and strength to perform far beyond your

expectations”(Nixon 178). Nixon’s speech not only outdid his personal expectations, but it exceeded the

expectations of most watching the speech.

So, why will Nixon’s speech be remembered in 100 years? This question is easy to answer. Nixon was a

pioneer in speech making. It is hard for people to read his speech in the 21st century and realize how

truly groundbreaking Nixon’s speech was at the time it was given because so many politicians have

mimicked the same speech style since Nixon. Nixon showed that fully explaining oneself in times of

conflict is the most effective way to clear ones name. Nixon did not have time to revise or rehearse his

speech: he spoke from the heart and was applauded for it by the American people. His well-constructed

use of ethos helped to establish his sound political standing. But, if all these proofs do not speak for

themselves, the most indicative testimonial that Nixon achieved his goal to retain his credibility as a

politician, is his election to the Vice-Presidency of the United States later that year.

Works Cited: Cathcart, Robert. Post-Communication: Rhetorical Analysis and Evaluation.
Bob-Merrill Company, Inc. Indianapolis, 1981.
Cooper, Martha. “Ethos, A Cloth Coat and a Cocker Spaniel.” Great Speeches.
Parliament Press. New York, 1994. “Nixon.” The American Experience. 9 October 2001.
amex/presidents/nf/resource/Nixon/primdocs/checkers.html>.