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critical discourse analysis of political campaign ads and speeches
ABSTRACT

TRINIDAD, KATHERINE JOY HABANEZ, 2013. Critical Discourse Analysis of Political Campaign Ads and Speeches. AB English Thesis. College of Arts in Sciences, University of Southern Mindanao, Kabacan, Cotabato.

Adviser: RICELI C. MENDOZA, PhD

The study aimed to analyze the different political campaign ads and speeches of the candidates running for a certain office and employed the Critical Discourse Analysis framework. Specifically, it sought to analyze the linguistic features of political campaign ads and speeches, determine the issue on social services addressed in the political ads and speeches and determine the attitude of students towards political campaign ads and speeches. Political campaign advertisements and speeches of Emmanuel “Manny” Piñol and Emmelou “Lala” Taliño-Mendoza (candidates for governor in North Cotabato.) Jabib M. Guiabar, Herlo Guman and George Tan (candidates for mayor in Kabacan, North Cotabato) were gathered summer of 2013. Respondents involved a total of 60 composing of 30 students from AB Political Science and 30 from AB English who were enrolled from the University of Southern Mindanao. They answered the questionnaire on attitude on political campaign ads and speeches. Results revealed that affixation, reduplication, alpahabetism and acronyms were the dominant linguistic features in the ads and speeches. In terms of syntax, the word pattern, placement of modifiers, and imperatives were present. The social services addressed in the political speeches were education, corruption, health services, and poverty.
The attitude of the respondents on the political campaign ads revealed that students agreed that the political campaign ads showed sincerity and commitment. Howerever, the students were undecided if the candidates used dirty and vulgar words in their political campaign ads. On the political campaign speeches, the results concluded that the students believed the campaign speeches evoke confidence. However,
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