Rhetorical Strategies in U.S. Presidential Campaign Discourse (2010–2025): A Comparative Analysis of Ethos, Pathos, and Logos

This study presents a comprehensive and multifaceted analysis of rhetorical strategies employed by U.S. presidential candidates during the election campaigns from 2010 to 2025. The research focuses on four key figures of the American political landscape, each representing a distinct electoral cycle, and investigates their rhetorical approaches in campaign speeches and televised debates. The primary aim of this work is to identify the specific mechanisms by which candidates construct their public image (ethos), influence the emotional perception of their audience (pathos), and argue their political platforms (logos) through carefully selected lexical, stylistic, and compositional means. The theoretical foundation of the study combines classical rhetorical theories (Aristotle, Cicero) with contemporary approaches in political linguistics, including discourse analysis, cognitive linguistics, and pragmalinguistics. A significant component of the research is the integration of insights from previous studies on American political discourse, as well as classifications of rhetorical devices commonly explored in corpus and pragmalinguistic research. The methodology adopts a mixed-methods approach, combining qualitative and quantitative techniques, such as content analysis of rhetorical figures, frequency analysis of lexico-grammatical elements, and comparative interpretation of findings. The empirical base of the study comprises a corpus of 12 campaign speeches and debate excerpts (three from each of the four candidates), selected from authoritative sources, including official websites, presidential debate archives, and published transcripts. The materials include speeches delivered during official campaign events, party conventions (Democratic National Convention, Republican National Convention), and major televised debates. Through this analysis, the study identifies similarities and differences in persuasive strategies and rhetorical styles, which reflect both the specific features of individual election cycles and the distinctive oratorical styles of the candidates. The practical relevance of this work is underscored by its applicability to political communication analysis and to the training of professionals in political linguistics, rhetoric, and related disciplines.