Few doubt that General Douglas MacArthur was a brilliant man. He graduated first in his class at West Point. He earned over 100 military decorations from the U.S. and other countries. During the First World War, he won the Distinguished Service Medal, the Distinguished Service Cross twice, and seven Silver Stars.

In the second world war he came out of retirement to become General of the Army and Supreme Commander of the Pacific theater of the war. He was awarded the Medal of Honor. After the war he became the governor of Japan for three years. By all accounts he did a brilliant job and is still revered there today. He treated the Japanese people with respect and introduced notions of emancipation, peaceful direction, and focus upon economic growth. His governance was measured, proper, and extraordinarily successful. There are many more accomplishments in his life, but they are not necessary for my narrow focus.

MacArthur was an extraordinary public speaker. It is rare to find a combination of military man and first class orator. I am dissecting his two greatest speeches. His “old soldiers never die” speech to congress and more importantly his “duty honor country” speech at West Point.

One reason I wanted to analyze MacArthur was so I could listen to his voice again. It came back to me like an old friend. When teaching myself public speaking, MacArthur’s Duty Honor Country speech was one of the first tapes I trained on. Back then, with no internet, I had to hunt it down through music and spoken word catalogs. I finally obtained a cassette tape of it and listened to it many times. I listened until it wore out. His voice and pacing is addictive. I have searched in vain for video of this speech but unfortunately there is no video of it I could find.

MacArthur is worth studying for many reasons, but the paramount one is the use of themes. He is the master of theme. He knew how to weave a compelling theme through his speeches. Listening to MacArthur one gets the power of themes without the necessity of studying the theory behind them. He makes it that obvious. After he stops speaking, his themes are still rebounding around his audience’s brain.

Not Fading Away

During the Korean War, General MacArthur and President Truman clashed over strategy. Truman overruled the General’s requests, and when MacArthur continued to press his case, and Truman relieved MacArthur of his command. After serving for 52 years and in three wars, MacArthur returned to the United States and gave his farewell address to a joint session of Congress. Here is the close of his speech:

“I am closing my 52 years of military service. When I joined the Army, even before the turn of the century, it was the fulfillment of all of my boyish hopes and dreams. The world has turned over many times since I took the oath on the plain at West Point, and the hopes and dreams have long since vanished, but I still remember the refrain of one of the most popular barrack ballads of that day which proclaimed most proudly that ‘old soldiers never die; they just fade away.’

And like the old soldier of that ballad, I now close my military career and just fade away, an old soldier who tried to do his duty as God gave him the light to see that duty.
Good Bye.”

His theme “old soldiers never die, they just fade away” became a mantra, just like Johnny Cochran’s theme “if it doesn’t fit you must acquit.” Like Cochran’s theme, it became so well known no one could use it again. His speech was a sensation. Thirty million watched it on television. MacArthur only spoke for thirty-four minutes, and was interrupted more than thirty times with applause. The day after the speech, MacArthur traveled to New York City, and had the largest ticker-tape parade in its history. Life magazine reported that more than seven million people tossed an estimated 2,852 tons of paper during the parade.

Duty, Honor, Country

This was MacArthur’s finest speech. It was his farewell to the officer corp at the hallowed halls of West Point. On May 12, 1962, the General received the Sylvanus Thayer Award. This award is given to an “…outstanding citizen of the United States whose service and accomplishments in the national interest exemplify personal devotion to the ideals expressed in the West Point motto, duty, honor, country.” And he used the motto as his theme.

There is no video of his speech, so imagine a massive room, smelling of old wood, and packed full of cadets and former soldiers with glistening medals, badges and awards pinned to their uniforms. Aristotle wrote that Ethos (Credibility), or ethical appeal, is critical to persuasion. We are more likely to believe people whom we respect and have authority on the subject. MacArthur had that in spades and everyone in the audience knew it.

MacArthur uses the phrase, “Duty, Honor, Country” repeatedly throughout the speech, reminding his audience of the unified message of his speech. This phrase, just like Martin Luther King Jr.’s “I Have a Dream” help the audience retain the message. Humans have difficulty remembering information we hear only once, so repeating key elements is particularly effective. Themes are a type of shortcut which are the building blocks of the story. Music has themes, Literature has themes. And speeches have themes.

See how MacArthur repeats his theme:

“Duty, Honor, Country: Those three hallowed words reverently dictate what you ought to be, what you can be, what you will be. They are your rallying points: to build courage when courage seems to fail; to regain faith when there seems to be little cause for faith; to create hope when hope becomes forlorn.”

“I do not know the dignity of their birth, but I do know the glory of their death. They died unquestioning, uncomplaining, with faith in their hearts, and on their lips the hope that we would go on to victory. Always, for them: Duty, Honor, Country; always their blood and sweat and tears, as we sought the way and the light and the truth.”

“Always through the bloody haze of their last reverberating shot, the vision of gaunt, ghastly men reverently following your password of: Duty, Honor, Country.”

“Yours is the profession of arms, the will to win, the sure knowledge that in war there is no substitute for victory; that if you lose, the nation will be destroyed; that the very obsession of your public service must be: Duty, Honor, Country.”

“These great national problems are not for your professional participation or military solution. Your guidepost stands out like a ten-fold beacon in the night: Duty, Honor, Country.”

“The Long Gray Line has never failed us. Were you to do so, a million ghosts in olive drab, in brown khaki, in blue and gray, would rise from their white crosses thundering those magic words: Duty, Honor, Country.”

And then the final one in his farewell:

“The shadows are lengthening for me. The twilight is here. My days of old have vanished, tone and tint. They have gone glimmering through the dreams of things that were. Their memory is one of wondrous beauty, watered by tears, and coaxed and caressed by the smiles of yesterday. I listen vainly, but with thirsty ears, for the witching melody of faint bugles blowing reveille, of far drums beating the long roll. In my dreams I hear again the crash of guns, the rattle of musketry, the strange, mournful mutter of the battlefield.

But in the evening of my memory, always I come back to West Point.

Always there echoes and re-echoes: Duty, Honor, Country.”

Here is a link to the audio. Please listen to it, for as delivered, it is far more impressive than reading the text.

The full text follows:

“Duty, Honor, Country”
May 12, 1962

General Westmoreland, General Grove, distinguished guests, and gentlemen of the Corps!

As I was leaving the hotel this morning, a doorman asked me, “Where are you bound for, General?” And when I replied, “West Point,” he remarked, “Beautiful place. Have you ever been there before?”
No human being could fail to be deeply moved by such a tribute as this [Thayer Award]. Coming from a profession I have served so long, and a people I have loved so well, it fills me with an emotion I cannot express. But this award is not intended primarily to honor a personality, but to symbolize a great moral code — the code of conduct and chivalry of those who guard this beloved land of culture and ancient descent. That is the animation of this medallion. For all eyes and for all time, it is an expression of the ethics of the American soldier. That I should be integrated in this way with so noble an ideal arouses a sense of pride and yet of humility which will be with me always

Duty, Honor, Country: Those three hallowed words reverently dictate what you ought to be, what you can be, what you will be. They are your rallying points: to build courage when courage seems to fail; to regain faith when there seems to be little cause for faith; to create hope when hope becomes forlorn.

Unhappily, I possess neither that eloquence of diction, that poetry of imagination, nor that brilliance of metaphor to tell you all that they mean.

The unbelievers will say they are but words, but a slogan, but a flamboyant phrase. Every pedant, every demagogue, every cynic, every hypocrite, every troublemaker, and I am sorry to say, some others of an entirely different character, will try to downgrade them even to the extent of mockery and ridicule.

But these are some of the things they do. They build your basic character. They mold you for your future roles as the custodians of the nation’s defense. They make you strong enough to know when you are weak, and brave enough to face yourself when you are afraid. They teach you to be proud and unbending in honest failure, but humble and gentle in success; not to substitute words for actions, not to seek the path of comfort, but to face the stress and spur of difficulty and challenge; to learn to stand up in the storm but to have compassion on those who fall; to master yourself before you seek to master others; to have a heart that is clean, a goal that is high; to learn to laugh, yet never forget how to weep; to reach into the future yet never neglect the past; to be serious yet never to take yourself too seriously; to be modest so that you will remember the simplicity of true greatness, the open mind of true wisdom, the meekness of true strength. They give you a temper of the will, a quality of the imagination, a vigor of the emotions, a freshness of the deep springs of life, a temperamental predominance of courage over timidity, of an appetite for adventure over love of ease. They create in your heart the sense of wonder, the unfailing hope of what next, and the joy and inspiration of life. They teach you in this way to be an officer and a gentleman.

And what sort of soldiers are those you are to lead? Are they reliable? Are they brave? Are they capable of victory? Their story is known to all of you. It is the story of the American man-at-arms. My estimate of him was formed on the battlefield many, many years ago, and has never changed. I regarded him then as I regard him now — as one of the world’s noblest figures, not only as one of the finest military characters, but also as one of the most stainless. His name and fame are the birthright of every American citizen. In his youth and strength, his love and loyalty, he gave all that mortality can give.

He needs no eulogy from me or from any other man. He has written his own history and written it in red on his enemy’s breast. But when I think of his patience under adversity, of his courage under fire, and of his modesty in victory, I am filled with an emotion of admiration I cannot put into words. He belongs to history as furnishing one of the greatest examples of successful patriotism. He belongs to posterity as the instructor of future generations in the principles of liberty and freedom. He belongs to the present, to us, by his virtues and by his achievements. In 20 campaigns, on a hundred battlefields, around a thousand campfires, I have witnessed that enduring fortitude, that patriotic self-abnegation, and that invincible determination which have carved his statue in the hearts of his people. From one end of the world to the other he has drained deep the chalice of courage.
As I listened to those songs [of the glee club], in memory’s eye I could see those staggering columns of the First World War, bending under soggy packs, on many a weary march from dripping dusk to drizzling dawn, slogging ankle-deep through the mire of shell-shocked roads, to form grimly for the attack, blue-lipped, covered with sludge and mud, chilled by the wind and rain, driving home to their objective, and for many, to the judgment seat of God.

I do not know the dignity of their birth, but I do know the glory of their death. They died unquestioning, uncomplaining, with faith in their hearts, and on their lips the hope that we would go on to victory. Always, for them: Duty, Honor, Country; always their blood and sweat and tears, as we sought the way and the light and the truth.

And 20 years after, on the other side of the globe, again the filth of murky foxholes, the stench of ghostly trenches, the slime of dripping dugouts; those boiling suns of relentless heat, those torrential rains of devastating storms; the loneliness and utter desolation of jungle trails; the bitterness of long separation from those they loved and cherished; the deadly pestilence of tropical disease; the horror of stricken areas of war; their resolute and determined defense, their swift and sure attack, their indomitable purpose, their complete and decisive victory — always victory. Always through the bloody haze of their last reverberating shot, the vision of gaunt, ghastly men reverently following your password of: Duty, Honor, Country.

The code which those words perpetuate embraces the highest moral laws and will stand the test of any ethics or philosophies ever promulgated for the uplift of mankind. Its requirements are for the things that are right, and its restraints are from the things that are wrong.

The soldier, above all other men, is required to practice the greatest act of religious training — sacrifice.

In battle and in the face of danger and death, he discloses those divine attributes which his Maker gave when he created man in his own image. No physical courage and no brute instinct can take the place of the Divine help which alone can sustain him.

However horrible the incidents of war may be, the soldier who is called upon to offer and to give his life for his country is the noblest development of mankind.
You now face a new world — a world of change. The thrust into outer space of the satellite, spheres, and missiles mark the beginning of another epoch in the long story of mankind. In the five or more billions of years the scientists tell us it has taken to form the earth, in the three or more billion years of development of the human race, there has never been a more abrupt or staggering evolution. We deal now not with things of this world alone, but with the illimitable distances and as yet unfathomed mysteries of the universe. We are reaching out for a new and boundless frontier.

We speak in strange terms: of harnessing the cosmic energy; of making winds and tides work for us; of creating unheard synthetic materials to supplement or even replace our old standard basics; to purify sea water for our drink; of mining ocean floors for new fields of wealth and food; of disease preventatives to expand life into the hundreds of years; of controlling the weather for a more equitable distribution of heat and cold, of rain and shine; of space ships to the moon; of the primary target in war, no longer limited to the armed forces of an enemy, but instead to include his civil populations; of ultimate conflict between a united human race and the sinister forces of some other planetary galaxy; of such dreams and fantasies as to make life the most exciting of all time.

And through all this welter of change and development, your mission remains fixed, determined, inviolable: it is to win our wars.

Everything else in your professional career is but corollary to this vital dedication. All other public purposes, all other public projects, all other public needs, great or small, will find others for their accomplishment. But you are the ones who are trained to fight. Yours is the profession of arms, the will to win, the sure knowledge that in war there is no substitute for victory; that if you lose, the nation will be destroyed; that the very obsession of your public service must be: Duty, Honor, Country.
Others will debate the controversial issues, national and international, which divide men’s minds; but serene, calm, aloof, you stand as the Nation’s war-guardian, as its lifeguard from the raging tides of international conflict, as its gladiator in the arena of battle. For a century and a half you have defended, guarded, and protected its hallowed traditions of liberty and freedom, of right and justice.

Let civilian voices argue the merits or demerits of our processes of government; whether our strength is being sapped by deficit financing, indulged in too long, by federal paternalism grown too mighty, by power groups grown too arrogant, by politics grown too corrupt, by crime grown too rampant, by morals grown too low, by taxes grown too high, by extremists grown too violent; whether our personal liberties are as thorough and complete as they should be. These great national problems are not for your professional participation or military solution. Your guidepost stands out like a ten-fold beacon in the night: Duty, Honor, Country.
You are the leaven which binds together the entire fabric of our national system of defense. From your ranks come the great captains who hold the nation’s destiny in their hands the moment the war tocsin sounds. The Long Gray Line has never failed us. Were you to do so, a million ghosts in olive drab, in brown khaki, in blue and gray, would rise from their white crosses thundering those magic words: Duty, Honor, Country.

This does not mean that you are war mongers.

On the contrary, the soldier, above all other people, prays for peace, for he must suffer and bear the deepest wounds and scars of war.

But always in our ears ring the ominous words of Plato, that wisest of all philosophers: “Only the dead have seen the end of war.”

The shadows are lengthening for me. The twilight is here. My days of old have vanished, tone and tint. They have gone glimmering through the dreams of things that were. Their memory is one of wondrous beauty, watered by tears, and coaxed and caressed by the smiles of yesterday. I listen vainly, but with thirsty ears, for the witching melody of faint bugles blowing reveille, of far drums beating the long roll. In my dreams I hear again the crash of guns, the rattle of musketry, the strange, mournful mutter of the battlefield.

But in the evening of my memory, always I come back to West Point.

Always there echoes and re-echoes: Duty, Honor, Country.

Today marks my final roll call with you, but I want you to know that when I cross the river my last conscious thoughts will be of The Corps, and The Corps, and The Corps.

I bid you farewell.