Crafting Influence, Shaping opinions a Critical Discourse Analysis of Persuasion in Philippine Political Campaign Materials

Words possesses the capacity to cause changes in thought, emotion and heart. This research aimed to investigate the persuasive techniques employed by the top three Filipino senators in their campaign materials and its impact to the decision-making process of Filipino voters through a critical discourse analysis. The researcher gathered data by transcribing, and translating the interview and the downloaded advertisements and campaign materials from the internet. The analysis involved coding, categorizing, organizing, and interpreting the persuasive techniques and their implications, guided by Aristotle’s modes of appeal: ethos, logos, and pathos. The findings reveal that ethos, the appeal to trust, was the most frequently applied strategy and the most influential method of persuasion among the senators. This indicates that shaping a positive public image, establishing personal credibility, and embodying the values that matters to a broader populace are crucial factors that significantly impact the decision-making process of Filipino voters during elections.