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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 ...
The modes of persuasion, modes of appeal or rhetorical appeals (Greek: pisteis) are strategies of rhetoric that classify a speaker's or writer's appeal to their audience. These include ethos , pathos , and logos , all three of which appear in Aristotle's Rhetoric . [ 1 ]
Logos, appeals to logic and reason, evidence and support; Ethos, appeals to ethics, the speaker's credibility, trustworthiness, and morals; Pathos, appeals to emotion, connecting with audience through shared feelings; Kairos, appeals to timing, presenting key information at the best moment, typically to persuade or to provoke action
An emotion, elicited via emotive language, may form a prima facie reason for action, but further work is required before one can obtain a considered reason. [ 2 ] Emotive arguments and loaded language are particularly persuasive because they exploit the human weakness for acting immediately based upon an emotional response, without such further ...
Appeal to emotion – manipulating the emotions of the listener rather than using valid reasoning to obtain common agreement. [78] Appeal to fear – generating distress, anxiety, cynicism, or prejudice towards the opponent in an argument. [79] Appeal to flattery – using excessive or insincere praise to obtain common agreement. [80]
In rhetoric, an argumentum ad captandum, "for capturing" the gullibility of the naïve among the listeners or readers, is an unsound, specious argument designed to appeal to the emotions rather than to the mind. It is used to describe "claptrap or meretricious attempts to catch popular favor or applause."
Pathos is the appeal to emotions; Logos is the appeal to logic or reason [26] These techniques are a technical skill learned and utilized by visual communication designer's today, such as in the field of advertising. Each of these methods of appeal have the ability to influence their audience in different ways. Methods of appeal can also be ...