Repeating it Makes it So: How Rick Perry Equates Gays and Christians in “Strong” Ad

By now you’ve most likely seen Republican candidate Rick Perry’s most recent presidential 2012 campaign ad “Strong.” The ad has already inspired a number of parodies as well as criticism for what many perceive as a homophobic message. But little attention has been paid to its rhetorical moves—how the ad attempts to persuade its audience and make its argument. That’s where Religious Rhetorics comes in.
Some moves are more obvious than others. The war metaphor for instance. Perry depicts a war over religion in America between liberals and presumably conservatives, with liberals seeking to destroy the country’s historic faith. This sets the stage for Perry who, if elected president, will save the day from Obama, liberal of liberals, and defend America’s religious heritage.
But one rhetorical move is less obvious. It’s a move that has an archaic Greek name: ploche. Ploche is simply perfect verbal repetition and it occurs in this sentence:
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