Conti examines presidential rhetoric on trade, providing a detailed analysis of presidential trade arguments and strategies throughout American history. She then concentrates on the rhetoric of contemporary presidents, who have had to contend with both the burgeoning trade deficit and the displacement of military competitiveness with post-cold war economic competitiveness. Despite vast disparities in governing philosophies and strategies, Presidents Reagan, Bush, and Clinton all preached the virtues of free trade while continuing a policy of select protectionist actions.

As Conti suggests, the arcane details of trade policy, the continuing pervasiveness of nontariff barriers, and the impending negotiation of international trade agreements combine to make presidential leadership on economic issues critical. How effective that leadership can be is, in large part, dependent upon the effectiveness of presidential rhetoric. Students, scholars, and researchers in the field of speech communication and rhetoric, political communication, public affairs, and the presidency will find this a stimulating survey.