It's not the gettysburg address

There is a certain. 

Style of writing. 

For certain kinds. 

Of television commercial. 

It’s filled with. Pregnant pauses. Lots of them.

And sentences that begin with `And’.   

And it’s the soundtrack.  

To images. Such as American flags.  Military personel. And trucks. American trucks. Lots of American trucks. 

Writing like this.  Is believed to convey intense sincerity. 

Writing like this. Is believed to be deeply emotional. 

Writing like this. Often repeats the same phrase three times. 

To make a shallow thought sound serious. 

This repetition is what speech writers call the clap-trap. 

Because the third time you repeat a phrase. Is the signal for applause.

The delivery. Of this type of writing.  Has a distinctive rhythm. 

One sentence ascends. Can’t you just feel it going upwards to dangle an uncalled for question?  And then its followed.By short lines.  

Which creates a plateau.  Before a third sentence takes you rolling and tumbling down to create the impression of a deeply felt conclusive moment. Then there’s a pause. 

Or two.   

Before the whole journey starts all over again. 

The words `America’ and `folks’ and `real’ are featured a lot. 

And often you hear this delivered .  By a famous Hollywood actor. 

Or Oprah. 

Accompanied by a moving passage of music. 

And it will be two minutes long.   

Because nothing. 

As important as this. 

Can ever. 

Be. 

Rushed.