This was published 9 years ago
Election 2016: Key words in Malcolm Turnbull's speech (and the two that were missing)
Updated ,first published
The speech prime ministers deliver on the day they call the election is a critical opportunity to frame the campaign and its defining issues.
On Sunday, Prime Minister Malcolm Turnbull sought to present the Coalition as a safe pair of hands to guide Australia into the future, pointing to their policies on innovation and tax and painting the Labor Party as a threat to economic prosperity.
Represented in a word cloud, Mr Turnbull's emphasis is clear. He used the words 'plan' and 'tax' 21 times, 'jobs' 14 times, 'economic' 11 times and 'investment' 10 times.
But one issue was notably missing from Mr Turnbull's address: climate change.
It's something he previously called "the ultimate long-term problem" that needed leadership in the form of a "strong, credible policy framework" like an emissions trading scheme.
But not one mention of that in Sunday's speech. Now the firm focus is economic management, seen as a strength for his party.
We've also revisited the speeches of Mr Turnbull's three predecessors to see how they set up the issues when the starter's gun was fired.
Malcolm Turnbull, May 8, 2016
Kevin Rudd, August 4, 2013
More:
Fergus Hunter is a former crime reporter for The Sydney Morning Herald. He previously reported on federal politics, education and communications at Parliament House in Canberra.Connect via X, Facebook or email.