The party that "would make war" is the Confederacy. The party that "would accept war" is the Union. The tone of Lincoln's second inaugural address is subdued and weary. He states that the war has gone longer than it should. In this sentence he assigns both parties a responsibility for the war that has divided the nation.
It's the nature of the appeal to the consumer. Advertising is emotional in nature, sales promotion on the other hand are unemotional in their approach.