Emotional Appeal

When writing persuasive messages, the writer must have a strategy to get his or her point across in a clear and efficient way. One strategy is to use emotional appeal. Emotional appeal is when a writer uses certain words to call on the sympathies and feelings of the readers. According to Business Communications Essentials, words such as freedom, success, prestige, compassion, free, and comfort are emotion inspired.

 

In order for a persuasive argument to be effective, I think there must be both emotional appeal and logic. The writer should not have too much of either. Emotional appeal, in my opinion becomes unethical when the writer attacks the character of the opponent rather than the opposing point of view. You cannot tell a person that he or she is bad just because you differ in ideas. Business Communications Essentials also states that a writer should not make hasty generalizations. A writer should have clear evidence of any point he or she is trying to prove, or all credibility is lost.

When using emotional appeal in order to prove a point, the writer must be aware of the boundaries that should not be crossed. In my opinion, the main priority should be to remain professional while expressing ideas in an emotional manner. Avoid attacking the opponent and making assumptions. Emotional appeal is ethical when used correctly and when it is balanced out with logic. It becomes unethical when all logic is forgone and the attacking of character begins. Using emotional appeal as a strategy for persuasive messages can be a great tool if used properly.