Arguments from the Heart

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Arguments from the Heart

• EH 1302
• Spring 2006

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Understanding Emotional Arguments

• Motivate how we feel
• Use of words to evoke specific feelings

ARGUMENT (discover a truth)
conviction PERSUASION (know a truth)
action
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Arguments from the Heart

• Using Emotions to Build Bridges
• Use emotions to connect with readers
• Best used with sensitive matters
• Condoleezza Rice example pg. 69-70
• DSouza example pg. 70-71

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Arguments from the Heart

• Using Emotions to Sustain an Argument
• Emotion is quite often placed upon logical
  propositions to make them stronger and more
  memorable.
• Beware of offending the reader with too much
  emotion.
• http//www.montgomeryadvertiser.com/apps/pbcs.dll/
  article?AID/20050916/NEWS/509160347/1001

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• Humor can also be used in emotional arguments
• Puts reader at ease
• May bring reader around to your point more easily
  
• Its easier to agree when youre laughing
• Use humor with appropriate topics
• Dave Barry example pg. 74
• Bob Costas on Mickey Mantle pg. 74

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• We believe in liberty and justice for all, so of
  course, we oppose many US government policies.

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• http//webserve.govst.edu/users/ghrank/Advertising
  /ABCs/emotions.htm
• http//nraila.org/ArmedCitizen/Default.aspx

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RESPOND (pg. 75)

• To what specific emotions do the following
  slogans, sales pitches, maxims appeal?
• Just do it. (Nike)
• Think different. (Apple Computers)
• Reach out and touch someone. (long-distance
  phone company)
• In your heart, you know hes right. (1964
  campaign slogan for U.S. presidential candidate
  Barry Goldwater, a conservative)

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RESPOND (pg. 75)

• To what specific emotions do the following
  slogans, sales pitches, maxims appeal?
• By any means necessary. (rallying cry from
  Malcolm X)
• When the going gets tough, the tough get going.
  (maxim)
• You can trust your car to the man who wears the
  star. (Texaco slogan)
• We bring good things to life. (GE slogan)
• Dont mess with Texas. (antilitter campaign)