Using emotion to Persuade 17.3 391
Keep in mind that listeners’ cultures influence how receptive they are to a
message and to a speaker’s presentation style. Some Latin American listeners,
for example, expect speakers to express more emotion and passion when
speaking than North American listeners are accustomed to. The best way to
assess the preferred speaking style of an audience that is not familiar to you
is to observe other successful speakers addressing the audience you will face.
Or talk with audience members before you speak to identify expectations and
communication-style preferences.
use vIsual Images to evoke emotIons In addition to nonverbal
expressions, pictures or images of emotion-arousing scenes can amplify your
speech. An image of a lonely homeowner looking out over his waterlogged
house following a ravaging flood can communicate his sense of despair with
greater impact that words alone. In contrast, a photo of a refugee mother and
child reunited after an enforced separation can communicate the true meaning
of joy. You can use similar images as visual aids to evoke your audience’s emo-
tions, both positive and negative. Remember, however, that when you use visual
images, you have the same ethical responsibilities as when you use verbal forms
of support: Make sure that your image is from a credible source and that it has
not been altered or taken out of context.
use approprIate metaphors anD sImIles A metaphor is an implied
comparison between two things. The person who says, “Our lives are quilts
upon which we stitch the patterns of our character. If you don’t pay attention to
the ethical dimension of the decisions you make, you will be more likely to make
a hideous pattern in your life quilt,” is using a metaphor. A simile makes a direct
comparison between two things using the word like or as. Here’s an example of
a simile: “Not visiting your academic counselor regularly is like being a gam-
bler in a high-stakes poker game; you’re taking a big chance that you’re tak-
ing the right courses.” Several research studies have found that speakers who
use appropriate and interesting metaphors and similes are more persuasive
than those who don’t use such stylistic devices.^25 Using metaphors and similes
can create a fresh, emotional perspective on a persuasive point; they can both
enhance your credibility and develop an emotional image in a way that non-
metaphorical language cannot.^26
use approprIate Fear appeals The threat that harm will come to your
listeners unless they follow your advice is an appeal to fear. As discussed in
Chapter 16, listeners can be motivated to change their behavior if appeals to fear
are used appropriately. Research suggests that high fear arousal (“You will be
killed in an auto accident unless you wear a safety belt”) is more effective than
moderate or low appeals, if you are a highly credible speaker.^27
ConsIDer usIng appeals to several emotIons Appealing to
the fears and anxieties of your listeners is one of the most common types of