How to concede a presidential election

View: How to concede a presidential election;
https://www.youtube.com/watch?v=c1S2vHa_iiM (Links to an external site.)
What qualities of a concession speech makes its speaker who has lost into a leader—and enable him to
appeal to voters to unite together? What images are used?
READ Ginsberg, Chapter 7 “Political Parties, Participation and Elections,” in Ginsberg, We the People
(Essentials Twelfth Edition) New York: W. W. Norton & Company.