He is trying to use the people’s emotions by using strong words to get them to see just how wrong the hike in prices is. Immediately after that, he plays on the people logic and emotion, speaking about servicemen leaving their homes and families and risking their lives in Viet Nam, all while the U.S. is also trying to devote its energy to economic recovery and stability.
Throughout, Kennedy points out that what the steel corporations are doing is out of pure selfishness, and him saying that makes the cooperatives look very bad. He goes on and appeals to the logic of the American people. Kennedy explains the domino effect of rising steel prices and what harm it will do to the economy. He relates it to them, saying the cost of housing, autos, appliances, and almost all necessities will have raising prices. Relating this to them, Kennedy hopes the people will think more about what this is doing not only to their country as a whole, but to them personally.
To get his purpose across, Kennedy also uses a lot of repetition. He repeats the fact that there is no justification for an increase in the steel prices, except for own selfish gain and prosperity. He re-words many statements so he can really be heard by everybody, and to show the people he’s very serious about what he is saying. Kennedy ends this portion of his speech talking about the liberties and rights of the American people, and talks about that recently (to his speech) he had asked a rhetorical question for the people to think about. And he had asked average Americans and then the steel companies, to see how their answers would differ.