Broken Vows or Real Promises? A Preliminary Assessment of Political Slogans in the 2025 Midterm Election in the Philippines

Abstract

Language plays a pivotal role in shaping political discourse, particularly in the Philippines, where campaign slogans serve as potent tools of persuasion and ideological communication. In the context of the 2025 midterm elections, these slogans function not merely as rhetorical accessories but as discursive instruments that construct political identities and mediate relationships between candidates and the electorate. In contrast, slogans are a common feature of political campaigns, and limited scholarly attention has been paid to their metaphorical structures and ideological implications during the pre-campaign period, where early impressions and messaging often shape voter perception. This study addresses this gap by conducting a preliminary assessment of political slogans disseminated between October 2024 to January 2025. It aims to identify the conceptual metaphors, socio-economic promises, and ideological messages embedded within these slogans and analyze their functions in shaping political narratives. Anchored in Conceptual Metaphor Theory and situated cognition, the study employed a qualitative descriptive design and analyzed 135 slogan posters collected from various Philippine regions. Findings reveal six dominant thematic categories: integrity, health, development, public service, action, and grassroots connection. Each theme utilizes culturally resonant metaphors to convey leadership ideals. The study affirms that political slogans are symbolic acts of persuasion, reflecting and shaping the collective political imagination in Philippine electoral culture.