Every four years during an American presidential election, excessive patriotism reaches an all-time high, and it really shows with citizens' participation in the inauguration ceremony of the newly elected president. In the months leading up to Election Day, presidential candidates attempt to persuade voters to vote for them through various forms of advertising containing strategic rhetoric and political language. Political language, also known as "political propaganda", is designed to influence masses of people within a nation, and even across the world. As Harry S. Truman said at the National Conference on Family Life on May 6, 1948: "The chief power that the President has is to bring people in and try to persuade them to do what they should do without being persuaded” (Truman, Worksheet). The power that Truman speaks of is undeniable in any president's inaugural address, which marks the start of his term as a newly elected president while outlining his plans for the people of the United States over the next four years. These speeches contain propaganda techniques that most listeners would not recognize as propaganda, including: glittering generalities, transference, simple people, card stacking, bandwagoning, and testimonials. One of the most memorable inaugural speeches in American history was given by President John F. Kennedy on January 20, 1961. Throughout his speech, Kennedy uses the "plain people" technique, using words as "we", "us" and "our", to convince his audience that he was simply an ordinary man. of the people. More specifically, he addressed the issues facing Americans regarding tensions between the United States and the Soviet Union, and his hopes for managing international channels if consumers did not fund the companies. Lutz appears to be the most credible source due to his field of work, but his argument makes consumers analyze every word used in an advertising claim because it may use a form of manipulation. The main goal of advertisers is to sell a product by any means necessary, but the verbal language used does not place a magician's spell on anyone forcing them to buy a product simply by using weasel words. In reality, consumers won't always have the time to critically analyze every item they purchase. O'Neill's argument is stronger than Lutz's because consumers ultimately create and shape the advertising world and, at scale, certain products are advertised. Advertising is a form of persuasion, not manipulation, unless individuals are completely stupid and cannot form a single thought for themselves..