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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 ...
For example, if one is to genuinely display fear towards an entity, one must believe that the entity exists and has features such as being dangerous, warranting the emotion of fear. [6] However, since people consuming fiction usually do not believe in the genuine existence of the fictitious things or events, one cannot feel genuine emotion.
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 ]
Name Definition Example Setting as a form of symbolism or allegory: The setting is both the time and geographic location within a narrative or within a work of fiction; sometimes, storytellers use the setting as a way to represent deeper ideas, reflect characters' emotions, or encourage the audience to make certain connections that add complexity to how the story may be interpreted.
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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 ...