Robredo Vs. Marcos’ Presidential Jingles: A Pragmatic Analysis

Abstract

This study qualitatively analyzed the speech act functions in Philippine political jingles, focusing on the presidential campaign songs "Bagong Lipunan" for Bongbong Marcos and "Kay Leni Tayo" for Leni Robredo. The research delved into the linguistic elements and speech acts employed in these jingles, exploring their role beyond information through content analysis. The chosen jingles, featuring prominent presidential candidates, were selected for their creative merit. The findings unveiled that the select jingles consistently demonstrated a convergence of speech act functions. In locutionary acts, these compositions articulated a rich voice of hope. Regarding illocutionary acts, their collective intention frequently revolved around committing to the promise of a new beginning. The perlocutionary dimension was equally impactful, as the expressions evoked an emotional response, inspiring the audience with hope. The jingles also revealed a nuanced interplay of illocutionary acts, seamlessly blending commissive, assertive, and declarative intentions and strategic use of directive and expressive acts. Examination of linguistic elements, such as metaphors, imagery, rhyme, simile, repetition, and thematic elements like unity and resilience, uncovered a deliberate linguistic strategy to convey persuasive messages and foster positive images of the political figures, ultimately aiming to garner support.