Here, from today's Observer is quite a telling glance at the rather vacuous rhetoric of the competing candidates (with a comparison with the equally vacuous but different rhetoric our guys go in for):

...Maybe Obama is so successful because he's the supreme master of what American politics excels in: high-flown language that denotes as little as possible. America is curious in that it is the most powerful, influential nation on Earth, it's a doing country, but its politicians rarely spend time on the stump specifying what precisely they will do in case it makes them lose votes. Instead, they settle on emotive, intangible phraseology, such as Hillary Clinton's recent 'I intend to be the President who puts your futures first', uttered in New Hampshire.

I listened to all the victory speeches of the winning candidates last week and it was impossible to spot any difference in the message. Mike Huckabee said: 'This election is not about me, it's about we', while Clinton came up with the variant: 'You want this election to be about you.'...