Abstract
In this article, I examine how US presidential candidates have increasingly deployed names to create a powerful ethos for themselves while characterizing their opponent tendentiously. I explore selected rhetorical strategies in debate performances, momentous oratory in which a presidential identity is staged. In particular, I look to recurrent figures in service of typing the adversary and augmenting the self, with attention to the 2016 election along with an eye to other pertinent instances. The discussion is roughly divided into persuasive gambits that involve onomatophobia, the avoidance of names, and its opposite, onomatophilia, the embrace of names. The essay concludes with a reflection on how candidates’ name-based shaming of voters has shaped the past two US elections.
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