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Keywords

Aristotle, Bro. Mike Velarde, El Shaddai, Rhetoric, Simpology

Abstract

The study focuses on the rhetoric of Bro. Mariano “Mike” Z.Velarde, the founder of the El Shaddai Movement in August 1984 in the Philippines. Using Aristotle’s lens, five recordings of his Healing Message from January 7 to February 2, 2023, were analyzed. The research aimed to (1) assess his rhetorical approach and its hierarchy in his speeches, (2) identify the rhetorical tenets and the consistency of their hierarchy in his discourses, and (3) outline his rhetorical approach and tenets, as well as his effectiveness as a lay preacher. Through content analysis, it was confirmed that the principles outlined by Aristotle can be traced in his speeches. It was revealed that during this specific period, Pathos was his primary tool in reaching the hearts of his listeners, while Ethos and Logos were employed to strengthen his credibility as a speaker and support the arguments he presented. The study also found that Velarde consistently utilized three of the five tenets of rhetoric—invention, delivery, and memory—allowing him to craft messages suited to his target audience. In the end, Velarde’s excellence as a speaker lies in his emotionally stirring speeches, structured invention, systematic delivery, and sharp memory. Velarde’s simpology has been key to the success of El Shaddai in their goal of widespread evangelization.

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