Brown vs Cameron

In this illustration of ESP linguistic analysis, the text from Brown's first speech as Labour leader and Cameron's first speech to the Conservative Party Conference have been transcribed into the bespoke software programme that identifies and scores defined language patterns and vocabularies.

As you may see from the chart above, the software has identified and scored language patterns and vocabularies that we know from extensive research correlate with key aspects of gaining rapport, engaging with, persuading  and motivating an audience.

In these results, both Cameron and Brown were equally able to engage with their audience. Brown however was slightly better at using language that would persuade and motivate people to take action. That said, an important precursor to this is the extent to which rapport with the audience has been established. And the extent to which language constructions have been used that we know from clinical trials are better at activating a listener’s neurology. In this respect Cameron was the more charismatic speaker. Brown might make more sense but by the time he does, fewer people are listening to what he is saying.

From these results, ESP would predict that the Cameron speech would better engage with the hearts of the electorate but may be perceived as more abstract. Whereas Brown is more likely to connect with the minds of the voting public and perhaps more importantly engender more engagement and motivation.