‘Let’s Reset and Finish Strong’: Analysis of Aristotle’s Persuasive Appeals in President Mahama’s Final Campaign Speech to Ghanaians during Election 2024

Abstract:

This study examines the use of Aristotle’s three persuasive appeals being ethos (credibility), pathos (emotion), and logos (logic) in the final campaign speech delivered by former President John Dramani Mahama at the National Democratic Congress (NDC) rally in Accra on 5th December 2024, two days before Ghana’s general elections. Employing a qualitative single case study design, the research conducts a content analysis of the speech transcript (48 sentences/phrases) using Ting’s (2018) framework for analysing Aristotelian appeals. The analysis reveals that all three appeals are present, with pathos being the most dominant (60% of instances), followed by ethos (27%) and logos (13%). Pathos is used to evoke urgency, fear of current economic hardships, hope for change, and empathy toward the youth and women. Ethos is mobilised through appeals to personal integrity, experienced leadership, and moral superiority over opponents. Logos appears through rational policy proposals such as the 24‑hour economy and collective national responsibility. The study concludes that Mahama’s final campaign speech strategically prioritised emotional resonance to mobilise voters amid widespread frustration, contributing to his electoral victory. The findings affirm the continued relevance of Aristotelian rhetoric in contemporary African political discourse and offer practical insights for political speech-writing.