Affectivity and Effectiveness in speeches of the President Lula: a passional rhetoric

Based on the studies of rhetoric and argumentation related to Greco roman tradition, this paper analyses some speeches given by President Lula in different circumstances. Rhetorical strategies of emotional and technical nature – affectivity and effectiveness, respectively – used by the President are pointed out, describing their role on conquering the audience. It can be concluded that the last ones support the first ones, showing that affectivity is prevailing in the speeches of the Brazilian President. The set of categories presented can be used as the foundation to the study of political speeches as well as speeches of other nature.