Emotion-Based Choices

The way to win over a reader is to make an emotional connection. Logic and credibility are often necessary but they aren't what persuade. Backing evidence is only needed when the reader plans on doing something about the subject. If I am going to adopt an idea as my own, I am going to want logic and credibility to back me: but not because that makes me right.  Yes, it helps to convince, but most importantly, logic allows the reader to have confidence in their stance.  When asked why we feel a certain way, others expect reasons, and it is logic that we give them to make us feel justified. We truly accept certain ideas because of emotional ties, but supporting evidence allows us to follow our gut feeling.   I saw this today in class when we watched the Old Spice commercial. I, like so many others, fell in love with Old Spice products following the release of their commercials.  This is because of the emotional bond that they made with their viewers. They stated no logic whatsoever, and no one cared in the slightest. I will never be seriously asked, ‘Why do you like Old Spice?’ and therefore, need no knowledge or reasons to back myself up!  With a hot-topic issue though, my opinion will be challenged, and therefore I seek for the logical points that support my point of view: not because they make me right, but because they make me feel justified. My advice is to focus on the emotional connection you are making and provide enough evidence to make the reader feel secure when they adopt your view.