Each of the case studies attends, with varying degrees of emphasis, to is-
sues of audience characteristics and processing of rhetoric. Bailey and Paine,
in contrast, focus primarily on the attributes of rhetoric itself: Bailey in
terms of historical discussion and polarities such as cardiac (emotional) and
cerebral (intellectual) appeals and Paine in terms of the use of metaphor and
metonym in the construction of rhetorical discourse. Paine characterizes
both metaphor and metonym as modes of reducing the complex to the sim-
ple, the first by evoking similarities and the second through the use of
tautology (or near tautology). Both techniques exploit ambiguities, Paine
claims, to convey the impression to audiences that they and the politicians
speaking to them share views of the world - as it is and as it should be. He
also argues that metaphors lose their freshness through conventionalization
and become metonyms (routinization: charisma: metaphor: metonym) and
that metaphors tend to be a currency of "outs" and metonyms of "ins." Fin-
ally, he argues that such shifts imply a notion of "careers" both for political
ideas, parties, and politicians and for semantic constructions. The idea is an
interesting one but is not pursued