Recognizing Emotional Appeals 1

What is persuasion? The process of guiding people toward the adoption of an idea, action, or attitude. Often it is illogical and manipulative. Got Milk? 2

Advertisers Advertisers spend about $200 billion a year on advertisementsAdvertisers spend about $200 billion a year on advertisements The average cost for a Super Bowl ad is $2.6 million per 30 second spotThe average cost for a Super Bowl ad is $2.6 million per 30 second spot The average American watches about 24,000 commercials a year.The average American watches about 24,000 commercials a year. 3

Emotional Appeals The term refers to manipulating someone by targeting their emotions and feelings. For example, the ad can make viewers feel happy, sad, angry, fearful, etc. However, in the end, the advertiser wants to get across the point that BUYING SOMETHING WILL MAKE THE VIEWER FEEL BETTER. Emotional appeals also refer to the term, PATHOS 4

Want to feel happy? 5

Appeal to Fear This technique is very popular among political parties in the U.S. The idea is to present a dreaded circumstance and usually followed it up with the kind of behavior needed to avoid that horrible event. 6

Bandwagon The name comes from the phrase "Jump on the bandwagon," a bandwagon being a wagon big enough to hold a band of musicians. In past political campaigns, a candidate would ride on a wagon around town and people would literally jump on the wagon to show support. 7

Bandwagon cont. Capitalizes on the fun of being part of a crowd and the desire to be socially accepted. In other words, if it's popular, it must be correct! Example 1: Don’t be the last to get the new Rockin’ Robots video game! Example 2: Join everyone else who is buying an IBM computer! 8

Snob appeal Arouses the desire to achieve status or wealth to feel superior 9

Appeal to Pity Showing an image or telling a story which makes the reader/viewer feel that they should "act now" and do/buy something to make them feel happier 10

Transfer Shows an additional image with the product or person that is intended to create positive or negative emotions for the viewer 11

Plain Folks (a type of testimonial) Used images of people typical of the "target" of the ad, communicating the message that "we are alike" and "I/we" use this product, so you should too. 12

Celebrity and expert endorsement (both are types of testimonials) An appeal to an improper authority, such as a famous person. This fallacy attempts to capitalize upon feelings of respect or familiarity with a famous individual. For expert endorsement, this refers to the consumer relying on scientists, doctors, etc. to give them advice Ex: 9 out of 10 dentists choose… 13

Loaded Language When used properly, emotional language can add depth to writing that’s meant to persuade; however, the misuse of loaded language can cloud factual information, disguise poor reasoning, or unfairly manipulate people’s emotions in order to shape their opinions. 14

Loaded Language Consists of strongly positive or negative connotations, intended to influence an audience’s attitude. Connotation: Emotions and attitudes suggested by a word. PositiveNegative PlanScheme ProsperousLoaded LeisurelyLazy HonestBlunt AssertiveAggressive 15

Loaded Language In advertising, words with positive connotations are called GLITTERING GENERALITIES (OR PURR WORDS) Examples: golden, mother, home, delightful, scrumptious, and success Words with negative connotations are called SNARL WORDS Examples: ugly, unsightly, wrinkles, dirt Words that are qualifiers, unclear, and purposely used to mislead are called WEASEL WORDS Examples: almost, virtually, and close to 16

What emotional appeal is being used here? Loaded Language 17

What emotional appeal is being used here? Plain Folks/Testimonial 18

What emotional appeal is being used here? Transfer 19

What emotional appeal is being used here? Loaded Language / Glittering Generalities 20

What emotional appeal is being used here? Testimonial 21

Which emotional appeal is being used here? Note: There is nothing telling exactly how much of the money you send will be going to the children. Appeal to pity 22

What emotional appeal is being used here? Bandwagon 23

What emotional appeal is being used here? Bandwagon 24

What emotional appeal is being used here? Plain Folks 25

What emotional appeal is being used here? Appeal to Fear 26

Which type of emotional appeal is being used here? Snob appeal 27