Appeals to Emotion

1. Appeals to Emotion • These are devices that manipulate both conscious and unconscious preferences and biases. • Often found in rhetoric (speeches), advertising, and political propaganda.

2. Major Appeals to Emotion • Loaded Words • Glittering Generalities • Card Stacking • Plain Folks Appeal • Snob Appeal • Bandwagon • Transfer

3. Definition: words or expressions that are highly connotative, either positively or negatively. Loaded Words

4. Positive Examples Negative Examples Loaded Words

5. Positive Examples Honor Negative Examples Treachery Loaded Words

6. Positive Examples Honor Ambitious Negative Examples Treachery Lazy Loaded Words

7. Positive Examples Honor Ambitious Worthy Adversary Negative Examples Treachery Lazy Enemy Loaded Words

8. Positive Examples Honor Ambitious Worthy Adversary Broken-in Negative Examples Treachery Lazy Enemy Loaded Words

9. Positive Examples Honor Ambitious Worthy Adversary Broken-in Negative Examples Treachery Lazy Enemy Used Loaded Words

10. Glittering Generalities • Definition: a highly connotative term or word that is ambiguous in meaning. A “one size fits all” loaded word or phrase.

11. Glittering Generalities • Patriotism

12. Glittering Generalities • Patriotism • Family values

13. Glittering Generalities • Patriotism • Family values • A real bargain

14. Card Stacking • Definition: withholding information to lead an audience to the desired conclusion

15. Card Stacking • Definition: withholding information to lead an audience to the desired conclusion

16. Card Stacking Picnic by William Inge (1955) starring William Holden and Kim Novak From Borders.com: Plot Synopsis: The morning of a small town Labor Day picnic, a drifter (Hal Carter) blows into town to visit an old fraternity buddy (Alan Benson) who also happens to be the son of the richest man in town. Hal is an egocentric braggart - all potential and no accomplishment. He meets up with Madge Owens, the town beauty queen and girlfriend of Alan Benson.

17. Card Stacking

18. Card Stacking • "Four out of five dentists recommend Trident sugarless gum for their patients who chew gum."

19. Card Stacking • "Four out of five dentists recommend Trident sugarless gum for their patients who chew gum." • All five dentists recommend that patients not chew gum. Sugared gum is not only bad for the teeth, but it also creates excess saliva and stomach acid that chews away at the stomach.

20. Card Stacking • "Four out of five dentists recommend Trident sugarless gum for their patients who chew gum." • All five dentists recommend that patients not chew gum. Sugared gum is not only bad for the teeth, but it also creates excess saliva and stomach acid that chews away at the stomach. • Four said that IF a patient must chew gum, then they would recommend a sugarless gum like Trident.

21. Card Stacking • "Four out of five dentists recommend Trident sugarless gum for their patients who chew gum." • All five dentists recommend that patients not chew gum. Sugared gum is not only bad for the teeth, but it also creates excess saliva and stomach acid that chews away at the stomach. • Four said that IF a patient must chew gum, then they would recommend a sugarless gum like Trident. • One dentist still refused to recommend chewing gum at all.

22. Plain Folks Appeal • Definition: any device that makes you identify with an idea, person, or thing because it shares a common attribute, value or experience with you.

23. Plain Folks Appeal

24. Plain Folks Appeal

25. Snob Appeal • Definition: Any device that plays off your impulse to be superior to other people.

26. Snob Appeal • Definition: Any device that plays off your impulse to be superior to other people. • Wealth

27. Snob Appeal • Definition: Any device that plays off your impulse to be superior to other people. • Wealth • Status / Power

28. Snob Appeal • Definition: Any device that plays off your impulse to be superior to other people. • Wealth • Status / Power • Looks

29. Snob Appeal • Definition: Any device that plays off your impulse to be superior to other people. • Wealth • Status / Power • Looks • Intelligence • Coolness

30. Snob Appeal

31. Snob Appeal

32. Bandwagon • Definition: appeals to ones need to be like everybody else. “Everybody is doing it, so I probably should be, too.”

33. Bandwagon

34. Transfer • Definition: a broad category that operates by associating the qualities of something (either positive or negative) with another thing.

35. Transfer • Definition: a broad category that operates by associating the qualities of something (either positive or negative) with another thing. • Political endorsements

36. Transfer • Definition: a broad category that operates by associating the qualities of something (either positive or negative) with another thing. • Political endorsements • Celebrity endorsement of products

37. Transfer • Definition: a broad category that operates by associating the qualities of something (either positive or negative) with another thing. • Political endorsements • Celebrity endorsement of products

38. Transfer

39. Transfer