Using Arguments Based on Emotion

Using Arguments Based on Emotion

You don’t want to play puppet master with people’s emotions when you write arguments, but it’s a good idea to spend some time early in your work thinking about how you want readers to feel as they consider your persuasive claims. For example, would readers of your editorial about campus traffic policies be more inclined to agree with you if you made them envy faculty privileges, or would arousing their sense of fairness work better? What emotional appeals might persuade meat eaters to consider a vegan diet — or vice versa? Would sketches of stage props on a Web site persuade people to buy a season ticket to the theater, or would you spark more interest by featuring pictures of costumed performers?

Consider, too, the effect that a story can have on readers. Writers and journalists routinely use what are called human-interest stories to give presence to issues or arguments. You can do the same, using a particular incident to evoke sympathy, understanding, outrage, or amusement. Take care, though, to tell an honest story.

RESPOND •

  1. To what specific emotions do the following slogans, sales pitches, and maxims appeal?

    “Just do it.” (ad for Nike)

    “Think different.” (ad for Apple computers)

    “Reach out and touch someone.” (ad for AT&T)

    “By any means necessary.” (rallying cry from Malcolm X)

    “Have it your way.” (slogan for Burger King)

    “The ultimate driving machine.” (slogan for BMW)

    “It’s everywhere you want to be.” (slogan for Visa)

    “Know what comes between me and my Calvins? Nothing!” (tag line for Calvin Klein jeans)

    “Don’t mess with Texas!” (anti-litter campaign slogan)

    “American by Birth. Rebel by Choice.” (slogan for Harley-Davidson)

  2. Bring a magazine to class, and analyze the emotional appeals in as many full-page ads as you can. Then classify those ads by types of emotional appeal, and see whether you can connect the appeals to the subject or target audience of the magazine. Compare your results with those of your classmates, and discuss your findings. For instance, how exactly are the ads in publications such as Cosmopolitan, Wired, Sports Illustrated, Motor Trend, and Smithsonian adapted to their specific audiences?

  3. How do arguments based on emotion work in different media? Are such arguments more or less effective in books, articles, television (both news and entertainment shows), films, brochures, magazines, email, Web sites, the theater, street protests, and so on? You might explore how a single medium handles emotional appeals or compare different media. For example, why do the comments pages of blogs seem to encourage angry outbursts? Are newspapers an emotionally colder source of information than television news programs? If so, why?

  4. Spend some time looking for arguments that use ridicule or humor to make their point: check out your favorite Twitter feeds or blogs; watch for bumper stickers, posters, or advertisements; and listen to popular song lyrics. Bring one or two examples to class, and be ready to explain how the humor makes an emotional appeal and whether it’s effective.

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