Reasons for George McGovern's presidential election failure are summarized in the context of McGovern's rhetoric as a challenger. Taking the point of view that McGovern abandoned the traditional rhetorical advantages of the challenger, the authors conclude that this abandonment along with the problems of financing, the impression of alignment with extremist groups, the Eagleton crisis, the image-making power of President Nixon, and the unmeasured damage of "political sabotage" led to the McGovern defeat. Without the "challenger's rhetoric," the Democratic contender emerged as a moralist-rhetorician--a position which does not win elections, the authors conclude. (CH)