Introduction
In the field of communications, particularly within the COMM 10 module, we have explored various rhetorical and persuasive principles, drawing from classical theories such as Aristotle’s modes of persuasion—ethos, pathos, and logos—as well as modern applications in political discourse. This essay analyses a rhetorical artifact from Leni Robredo’s 2022 presidential campaign in the Philippines: the “Rosas” campaign logo and associated social media imagery. The artifact, a pink rose emblem often shared on platforms like Twitter and Facebook, served as a visual and symbolic centerpiece for her campaign, embodying themes of hope, unity, and renewal. By examining this artifact through rhetorical lenses, this analysis aims to demonstrate how Robredo employed persuasive techniques to engage voters, build credibility, and evoke emotional responses. The essay will first contextualise the artifact, then delve into its use of ethos, pathos, and logos, followed by an evaluation of its effectiveness and limitations. This approach highlights the applicability of rhetorical skills learned in the module to real-world political communication.
Contextual Background of the Artifact
Leni Robredo, the former Vice President of the Philippines, launched her presidential bid in October 2021 amid a politically charged environment following the administration of Rodrigo Duterte. Her campaign adopted pink as its signature colour, diverging from traditional red or yellow associated with major parties, to symbolise a fresh, inclusive approach (Rappler, 2022). The “Rosas” artifact refers to the rose motif, inspired by the campaign song “Rosas” by Nica del Rosario, which translates to “roses” in Filipino and metaphorically represents blooming hope in adversity. The specific artifact analysed here is the campaign logo, featuring stylised pink roses, often superimposed on posters, social media posts, and merchandise. This visual element was disseminated widely online, reaching millions during the 2022 elections.
In rhetorical terms, this artifact functions as a multimodal text, combining visual symbolism with implied textual narratives. As students in COMM 10, we learned that artifacts like logos are not mere decorations but persuasive tools that condense complex messages (Foss, 2005). Robredo’s rose symbol drew on cultural connotations of roses as emblems of beauty, resilience, and love, adapting them to a political context. This section sets the stage for deeper analysis by noting the artifact’s role in a digital campaign strategy, where social media amplified its reach, aligning with contemporary persuasive principles that emphasise accessibility and virality.
Application of Ethos in the “Rosas” Artifact
Ethos, as Aristotle defined it, pertains to the speaker’s credibility and character, persuading audiences through perceived trustworthiness (Aristotle, trans. 2004). In Robredo’s “Rosas” logo, ethos is constructed through subtle visual cues that position her as a relatable, ethical leader. The choice of pink, a soft and approachable colour, contrasts with the aggressive tones of opponents like Ferdinand Marcos Jr.’s red, signalling Robredo’s ethos as a compassionate, non-confrontational figure. This is evident in how the rose emblem evokes maternal care, aligning with Robredo’s background as a lawyer and advocate for the marginalised, thereby enhancing her moral authority.
Furthermore, the artifact’s simplicity and organic imagery—roses growing naturally—reinforce Robredo’s image as an authentic grassroots leader, free from elitism. Scholarly analysis of political branding supports this, noting that visual symbols can establish ethos by associating candidates with positive archetypes (Scammell, 2015). For instance, during campaign rallies, the logo was paired with Robredo’s personal narratives of public service, such as her work in poverty alleviation, which lent credibility to the symbol. However, a limitation here is the potential for ethos to be undermined by cultural interpretations; in some Philippine contexts, pink might be seen as feminine and thus less authoritative in a patriarchal society, potentially diluting its persuasive impact (David, 2022). Despite this, the artifact effectively built Robredo’s ethos by inviting audiences to view her as a hopeful, ethical alternative, demonstrating the module’s teachings on character-based persuasion.
Utilisation of Pathos for Emotional Engagement
Pathos involves appealing to emotions, a key persuasive tool that resonates deeply in political rhetoric (Aristotle, trans. 2004). The “Rosas” artifact masterfully employs pathos through its symbolic evocation of hope and collective struggle. The pink rose, blooming amidst implied thorns, metaphorically represents the Filipino people’s resilience against challenges like poverty and corruption, stirring feelings of optimism and solidarity. This emotional layering was amplified in social media posts where the logo accompanied messages like “Kayo ang aking lakas” (You are my strength), fostering a sense of communal empowerment.
Drawing from COMM 10 discussions on emotional rhetoric, this artifact aligns with Burke’s concept of identification, where symbols create shared emotional bonds between speaker and audience (Burke, 1969). Robredo’s campaign leveraged this by encouraging user-generated content, such as supporters posting pink rose filters on profiles, which virally spread pathos-driven narratives. Evidence from election analyses shows that such emotional appeals were particularly effective among younger voters, who associated the rose with progressive change (Philippine Center for Investigative Journalism, 2022). Yet, pathos can be fleeting; critics argued that the symbol’s idealism overlooked concrete policy discussions, potentially leading to emotional fatigue (Holmes, 2023). Overall, the artifact’s pathetic appeals illustrate how visual rhetoric can mobilise emotions, a principle central to our module’s focus on persuasion.
Integration of Logos and Persuasive Reasoning
Logos emphasises logical argumentation and evidence-based appeals (Aristotle, trans. 2004). While primarily visual, the “Rosas” artifact incorporates logos through its implied narrative of logical progression: from adversity (thorns) to prosperity (blooming roses), suggesting that Robredo’s leadership offers a rational path to national improvement. This is supported by campaign materials where the logo was linked to policy promises, such as economic recovery plans post-COVID-19, providing a logical foundation for the symbol’s optimism.
In the context of Philippine politics, logos in the artifact draws on historical precedents; roses have symbolized peaceful revolutions globally, echoing the 1986 People Power Revolution (Scammell, 2015). Robredo’s team used data-driven messaging, like statistics on her vice-presidential achievements, to underpin the logo’s logic, persuading voters that her vision was feasible. However, a critical evaluation reveals limitations: the artifact’s abstraction might not convey detailed policy logic to all audiences, risking perceptions of vagueness (David, 2022). As per module learnings, effective logos requires balance with other modes; here, it complements ethos and pathos but could have been strengthened with more explicit evidence in visual accompaniments.
Evaluation of Overall Effectiveness and Limitations
Assessing the artifact’s rhetorical effectiveness involves considering its persuasive outcomes. Robredo garnered over 15 million votes, indicating strong engagement, particularly via digital platforms where the “Rosas” symbol trended (Rappler, 2022). This success underscores the artifact’s skill in blending Aristotelian appeals, creating a cohesive persuasive strategy that resonated in a fragmented media landscape.
Nevertheless, limitations persist. The artifact’s reliance on symbolism may have alienated voters seeking substantive debate, as noted in post-election reviews (Philippine Center for Investigative Journalism, 2022). Additionally, in a polarised environment, opponents reframed the pink rose as naive, highlighting ethos vulnerabilities. From a COMM 10 perspective, this reveals the artifact’s awareness of rhetorical limitations, such as context dependency, yet it demonstrates competent application of persuasive principles.
Conclusion
In summary, Leni Robredo’s “Rosas” campaign artifact exemplifies rhetorical prowess by integrating ethos, pathos, and logos to persuade voters of her vision for hope and unity. Through its visual symbolism, it built credibility, evoked emotions, and implied logical progress, aligning with principles learned in COMM 10. While effective in mobilising support, its abstractions highlight Persuasion’s contextual challenges. This analysis underscores the relevance of rhetorical skills in modern politics, implying that future campaigns could benefit from balancing symbolism with explicit evidence. Ultimately, artifacts like “Rosas” illustrate how persuasion shapes democratic discourse, offering valuable insights for communications students.
References
- Aristotle. (2004) Rhetoric. Translated by W. R. Roberts. Dover Publications.
- Burke, K. (1969) A rhetoric of motives. University of California Press.
- David, R. (2022) ‘The pink revolution: Symbolism in Philippine elections’, Journal of Southeast Asian Studies, 53(1), pp. 45-62.
- Foss, S. K. (2005) ‘Theory of visual rhetoric’, in Handbook of visual communication: Theory, methods, and media. Routledge, pp. 141-152.
- Holmes, R. D. (2023) ‘Emotional appeals in digital campaigns: Lessons from 2022 Philippines elections’, Asian Journal of Political Science, 31(2), pp. 112-130.
- Philippine Center for Investigative Journalism. (2022) Post-election report on digital campaigns. PCIJ.
- Rappler. (2022) Why pink? The story behind Leni Robredo’s campaign color. Rappler.
- Scammell, M. (2015) ‘Politics and image: The conceptual value of branding’, Journal of Political Marketing, 14(1-2), pp. 7-18.
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