Formal logic is the study of logical form. The literal, descriptive meaning. The information content, or data. If emotive meaning dominates, and there is no correct reasoning, you have emotional manipulation. It gets people fired up, but does not always change many minds.
Emotive meaning can pass off value judgments to an audience without giving any supporting reasons.
It s like a circle fuzzy around the edge. The opposite is precise, having sharp boundaries. It is unclear in a given context which meaning is intended. Ask whether disagreement would remain even if the problematic word were removed. Not right or wrong.