IRRATIONAL APPEAL TO EMOTION
A rational appeal to emotion not only stimulates feelings but also demonstrates their appropriateness to the ideas being presented. For example, a public service commercial against drunk driving might use an accident scene to make us feel sadness and pity for the victims and thus take more seriously the verbal message “Don’t mix drinking and driving.” An ad for an international charity might show us the faces of hungry children as a narrator explains that the cost of feeding a child is only eighty cents a day. Such appeals are legitimate because they either explain the connection between the feelings and the ideas or at least invite us to think about that connection.
對(duì)情感的理性訴求不僅能激發(fā)情感，而且能體現(xiàn)情感對(duì)所呈現(xiàn)的思想的適切性癞尚。例如耸三，公共服務(wù)商反對(duì)酒后駕車可能會(huì)讓我們?cè)谑鹿尸F(xiàn)場對(duì)受害者感到悲傷和同情，從而更加認(rèn)真地對(duì)待“不要酒后駕車”的口頭信息浇揩。一篇關(guān)于INT的廣告一個(gè)敘述者解釋說仪壮，給孩子喂食的花費(fèi)每天只有八十美分。這種呼吁是合法的胳徽，因?yàn)樗鼈円唇忉尰８杏X和想法之間的聯(lián)系，或者至少邀請(qǐng)我們?nèi)ニ伎歼@種聯(lián)系养盗。
