FULL NAMES:
STUDENT NUMBER:
MODULE CODE: ENG2602
MODULE NAME: GENRES IN LITERATURE AND
LANGUAGE: THEORY, STYLE AND POETICS
ASSIGNMENT: 01
QUESTION 2: POLITICAL PERSUASION
DUE DATE: 12 MAY 2025
, QUESTION 2: POLITICAL PERSUASION
The speech by ACDP Member of Parliament Steve Swart is a parliamentary
persuasive text, delivered in a formal political setting. The target audience is the South
African voting public and fellow members of Parliament, particularly those sceptical of
the ruling party’s conduct. The persuasive purpose of the speech is to expose and
condemn the ANC’s alleged manipulation of party funding laws, while urging support
for the ACDP’s stance on financial fairness in the democratic process. The producer
is Steve Swart, representing the African Christian Democratic Party (ACDP), and the
speech aims to strengthen the party’s image as a moral and democratic alternative to
the ANC. This context sets the stage for an analysis of how rhetorical devices,
persuasive appeals, and emotional tactics are used to mobilise public opinion.
Swart begins his speech with strong emotive language, using the phrase “pure
unbridled greed” to attack the ANC’s proposal to alter the funding formula. This is an
example of loaded language, a technique that relies on emotionally charged words to
provoke an immediate reaction from the audience (ENG2602 Study Guide, 2021:45).
The use of “unbridled” suggests a loss of control or moral restraint, while “greed” paints
the ANC in a highly negative light. These words are not neutral, they are designed to
ignite anger and moral outrage among listeners. Stating that an estimated R50 million
would benefit the ANC alone, the speaker positions the ruling party as self-serving and
corrupt. The emotional appeal here is powerful, tapping into widespread frustration
about political inequality and perceived misuse of public funds. The study guide
explains that such emotional manipulation, known as pathos, is especially effective in
political speeches because it connects with people's lived realities and moral compass
(ENG2602 Study Guide, 2021:47).
Swart also uses repetition to reinforce key ideas. The phrase “It’s time for SERVICE,
ORDER and SAFETY. It’s time to vote for the ACDP” uses repetition not just for rhythm
but to embed a campaign message in the audience’s mind. The capitalisation of
SERVICE, ORDER and SAFETY lends visual weight to these words, enhancing their
persuasive impact. According to the study guide, repetition is often used to create
emphasis and memorability in oral political texts (ENG2602 Study Guide, 2021:44).
STUDENT NUMBER:
MODULE CODE: ENG2602
MODULE NAME: GENRES IN LITERATURE AND
LANGUAGE: THEORY, STYLE AND POETICS
ASSIGNMENT: 01
QUESTION 2: POLITICAL PERSUASION
DUE DATE: 12 MAY 2025
, QUESTION 2: POLITICAL PERSUASION
The speech by ACDP Member of Parliament Steve Swart is a parliamentary
persuasive text, delivered in a formal political setting. The target audience is the South
African voting public and fellow members of Parliament, particularly those sceptical of
the ruling party’s conduct. The persuasive purpose of the speech is to expose and
condemn the ANC’s alleged manipulation of party funding laws, while urging support
for the ACDP’s stance on financial fairness in the democratic process. The producer
is Steve Swart, representing the African Christian Democratic Party (ACDP), and the
speech aims to strengthen the party’s image as a moral and democratic alternative to
the ANC. This context sets the stage for an analysis of how rhetorical devices,
persuasive appeals, and emotional tactics are used to mobilise public opinion.
Swart begins his speech with strong emotive language, using the phrase “pure
unbridled greed” to attack the ANC’s proposal to alter the funding formula. This is an
example of loaded language, a technique that relies on emotionally charged words to
provoke an immediate reaction from the audience (ENG2602 Study Guide, 2021:45).
The use of “unbridled” suggests a loss of control or moral restraint, while “greed” paints
the ANC in a highly negative light. These words are not neutral, they are designed to
ignite anger and moral outrage among listeners. Stating that an estimated R50 million
would benefit the ANC alone, the speaker positions the ruling party as self-serving and
corrupt. The emotional appeal here is powerful, tapping into widespread frustration
about political inequality and perceived misuse of public funds. The study guide
explains that such emotional manipulation, known as pathos, is especially effective in
political speeches because it connects with people's lived realities and moral compass
(ENG2602 Study Guide, 2021:47).
Swart also uses repetition to reinforce key ideas. The phrase “It’s time for SERVICE,
ORDER and SAFETY. It’s time to vote for the ACDP” uses repetition not just for rhythm
but to embed a campaign message in the audience’s mind. The capitalisation of
SERVICE, ORDER and SAFETY lends visual weight to these words, enhancing their
persuasive impact. According to the study guide, repetition is often used to create
emphasis and memorability in oral political texts (ENG2602 Study Guide, 2021:44).
