Persuasive Strategies of Political Speeches: A Case Study Using Critical Metaphor Analysis of Ali Abdullah Saleh's Final Speech

Abstract

In the given research, the authors attempt to investigate the persuasiveness of rhetorical wording, with a specific reference to the metaphors of speech used by Ali Abdullah Saleh in his last address given on 2 December 2017. The paper explores the use of language in the settings of armed civil war, particularly the way Saleh used metaphor to frame political legitimacy, and mobilize support against Houthis. The criteria used to analyze this is Critical Metaphor Analysis by Charteris -Black, which examines the ways in which rhetorical appeals to pathos (emotional resonance), ethos (moral credibility), and logos (logical argument) are supported by metaphorical language. The analysis also focuses on the processes of in-group solidarity and out-group exclusion which are enhanced with the help of such rhetoric. The paper also uses the four strategic dimensions developed by Charteris-Black namely the right intention, right thinking, right story and right sounding in examining the overall persuasiveness of the rhetorical expression of Saleh in his final address. The Initial results indicate that Saleh employed culturally-grounded metaphors to characterize the Houthis for persuasive purposes. This paper highlights the essential role of metaphorical language in political speeches during civil war.