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Home arrow Marketing arrow The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain


This speech was delivered via television and radio to many nations around the world. President Reagan even acknowledges this early in the speech to let the audiences know of the reach of this message, and perhaps, to let the audiences know that he will speak to each nation.

Our gathering today is being broadcast throughout Western Europe and North America. I understand that it is being seen and heard as well in the East. To those listening throughout Eastern Europe, I extend my warmest greetings and the good will of the American people. To those listening in East Berlin, a special word: Although I cannot be with you, I address my remarks to you just as surely as to those standing here before me. For I join you, as I join your fellow countrymen in the West, in this firm, this unalterable belief: Es gibt nur ein Berlin. [There is only one Berlin.]

Consequently, there can be a visual dominance element as well as audio, as was the case with Kennedy’s speech. However, the audience sees more than just the President’s upper body and face. The President is positioned in front of the Berlin Wall, and some of those in attendance can be seen as well.

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