Recognizing Emotional Appeals

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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?

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AdvertisersAdvertisers

• Advertisers spend about $200 billion a Advertisers spend about $200 billion a year on advertisementsyear on advertisements

• The average cost for a Super Bowl ad is The average cost for a Super Bowl ad is $2.6 million per 30 second spot$2.6 million per 30 second spot

• The average American watches about The average American watches about 24,000 commercials a year.24,000 commercials a year.

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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

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Want to feel happy?

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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.

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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.

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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!

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Snob appeal

• Arouses the desire to achieve status or wealth to feel superior

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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

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Transfer

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

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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.

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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…

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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.

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Loaded Language

• Consists of strongly positive or negative connotations, intended to influence an audience’s attitude.

• Connotation: Emotions and attitudes suggested by a word.

Positive Negative

Plan Scheme

Prosperous Loaded

Leisurely Lazy

Honest Blunt

Assertive Aggressive

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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

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What emotional appeal is being used here?

• Loaded

Language

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What emotional appeal is being used here?

• Plain Folks/Testimonial

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What emotional appeal is being used here?

• Transfer

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What emotional appeal is being used here?

Loaded Language / Glittering Generalities

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What emotional appeal is being used here?

• Testimonial

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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

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What emotional appeal is being used here?

Bandwagon

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What emotional appeal is being used here?

• Bandwagon

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What emotional appeal is being used here?

• Plain Folks

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What emotional appeal is being used here?

• Appeal to Fear

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Which type of emotional appeal is being used here?

• Snob appeal

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