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The power of emotions to influence judgment, including political attitudes, has been recognized since classical antiquity. Aristotle, in his treatise Rhetoric, described emotional arousal as critical to persuasion, "The orator persuades by means of his hearers, when they are roused to emotion by his speech; for the judgments we deliver are not the same when we are influenced by joy or sorrow ...
The book synthesized emotions and neurology and introduced the concept that action is a result of impression. Hartley determined that emotions drive people to react to appeals based on circumstance but also passions made up of cognitive impulses. [19] Campbell argues that belief and persuasion depend heavily on the force of an emotional appeal ...
Kairos is an appeal to the timeliness or context in which a presentation is publicized, which includes contextual factors external to the presentation itself but still capable of affecting the audience's reception to its arguments or messaging, such as the time in which a presentation is taking place, the place in which an argument or message ...
For this reason, they have an emotive dimension. In the modern psychological terminology, we can say that these terms carry "emotional valence", [9] as they presuppose and generate a value judgement that can lead to an emotion. [10] The appeal to emotion is in contrast to an appeal to logic and reason.
According to Burke, effective persuasion is not merely about logical argumentation or emotional appeal but about creating a sense of shared identity and values between the speaker and the audience. In Burke’s view, persuasion works when the audience feels a connection or alignment with the speaker's perspective, thus making the message more ...
The repetition of words elicits an emotional response that only grows as repetition becomes more frequent. Words often generate meaning because of their history and context, but eventually, they can take on a new meaning. Emotions are material rhetoric—they have affective power and can dictate our modes of life.
The study first researched language. Language is a vital part of YouTube and is an important piece of how consumers process information. A study by Kujur and Singh in 2018 showed how emotional appeal yields better consumer engagement and interaction. [73] Another important part when regarding language is the usage of function vs content words.
Affect, as a term of rhetoric, is the responsive, emotional feeling that precedes cognition. [1] Affect differs from pathos as described by Aristotle as one of the modes of proof [2] and pathos as described by Jasinski as an emotional appeal [3] because it is “the response we have to things before we label that response with feelings or emotions.” [4]