Author(s): Zeynep Cihan KOCA HELVACI

During the election campaigns, politicians spend great effort to gain votes by means of trying to legitimate themselves, delegitimate their rivals and arouse strong emotions in the audience via metaphors and rhetorical strategies. The database of this study was comprised of the selected 2011 Election Campaign speeches of the Justice and Development Party (henceforth JDP) in order to find out the metaphors and rhetorical modes of proof. The analysis showed that the consistent electoral success of the JDP depends on the perfectly constructed political discourse of its leader. It was seen that high-valued notions such as altruism, sincerity, empathy and piety were constantly used to describe the mission.


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