Biden bids farewell...without a fight

Commentators were surprised that outgoing US President Joe Biden failed to slag off Donald Trump in his valedictory White House speech.  Biden used the opportunity to praise his vice-president Kamala Harris for her campaign and pleaded for a pain free handover. Political speeches don't always need to attack the opposition.  Surely emphasising your own ambitions and aspirations can be a more powerful communicating aphrodisiac than simply taking pot shots at an opponent.  Our media and communications training has learnt a great deal from studying the transactional world of advertising where the emphasis is on the efficacy and improvement that your product or service will perform. Shortcomings are referred to for comparative reasons only not as stand alone failures.  Trump, take note.