Appeals to Emotion
• These are devices
that manipulate both
conscious and
unconscious
preferences and
biases.
• Often found in
rhetoric (speeches),
advertising, and
political propaganda.
Major Appeals to Emotion
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Loaded Words
Glittering Generalities
Card Stacking
Plain Folks Appeal
Snob Appeal
Bandwagon
Transfer
Loaded Words
• Definition: words or
expressions that are
highly connotative,
either positively or
negatively.
Loaded Words
• Positive Examples
• Negative Examples
Loaded Words
• Positive Examples
• Honor
• Negative Examples
• Treachery
Loaded Words
• Positive Examples
• Honor
• Ambitious
• Negative Examples
• Treachery
• Lazy
Loaded Words
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Positive Examples
Honor
Ambitious
Worthy Adversary
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Negative Examples
Treachery
Lazy
Enemy
Loaded Words
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Positive Examples
Honor
Ambitious
Worthy Adversary
Broken-in
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Negative Examples
Treachery
Lazy
Enemy
Loaded Words
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•
Positive Examples
Honor
Ambitious
Worthy Adversary
Broken-in
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•
•
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•
Negative Examples
Treachery
Lazy
Enemy
Used
Glittering Generalities
• Definition: a highly connotative term or
word that is ambiguous in meaning. A
“one size fits all” loaded word or phrase.
Glittering Generalities
• Patriotism
Glittering Generalities
• Patriotism
• Family values
Glittering Generalities
• Patriotism
• Family values
• A real bargain
Card Stacking
• Definition: withholding information to lead
an audience to the desired conclusion
Card Stacking
• Definition: withholding information to lead
an audience to the desired conclusion
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.
Card Stacking
Card Stacking
• "Four out of five dentists recommend
Trident sugarless gum for their patients
who chew gum."
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.
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.
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.
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.
Plain Folks Appeal
Plain Folks Appeal
Snob Appeal
• Definition: Any device that plays off your
impulse to be superior to other people.
Snob Appeal
• Definition: Any device that plays off your
impulse to be superior to other people.
• Wealth
Snob Appeal
• Definition: Any device that plays off your
impulse to be superior to other people.
• Wealth
• Status / Power
Snob Appeal
• Definition: Any device that plays off your
impulse to be superior to other people.
• Wealth
• Status / Power
• Looks
Snob Appeal
• Definition: Any device that plays off your
impulse to be superior to other people.
• Wealth
• Status / Power
• Looks
• Intelligence
• Coolness
Snob Appeal
Snob Appeal
Bandwagon
• Definition: appeals to ones need to be like
everybody else. “Everybody is doing it, so
I probably should be, too.”
Bandwagon
Transfer
• Definition: a broad category that operates
by associating the qualities of something
(either positive or negative) with another
thing.
Transfer
• Definition: a broad category that operates
by associating the qualities of something
(either positive or negative) with another
thing.
• Political endorsements
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
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
Transfer
Transfer