Playing on the Emotions Even though feelings might be irrelevant when it comes to factual claims or the logic of an argument, they play a crucial role in persuasion. Emotional appeals are fabricated by practiced publicists, who play on feelings as skillfully as a virtuoso plays the piano. For example, fear is an emotion that can becloud judgment. And, as in the case of envy, fear can be played upon. Naturally, people would be fearful of a fanatic religious organization that supposedly drives young people to suicide.
Hatred is a strong emotion exploited by propagandists.
Loaded language is particularly effective in triggering it. There seems to be a nearly endless supply of nasty words that promote and exploit hatred toward particular racial, ethnic, or religious groups. Some propagandists play on pride. A reverse appeal to pride plays on our fear of seeming stupid. Professionals in persuasion are well aware of that.