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In rhetoric, emotive or emotional conjugation (also known as Russell's conjugation) [1] is a rhetorical technique used to create an intrinsic bias towards or against a piece of information. Bias is created by using the emotional connotation of a word to prime a response from the audience by creating a loaded statement.
The emotive [note 1] function: relates to the Addresser (sender) and is best exemplified by interjections and other sound changes that do not alter the denotative meaning of an utterance but do add information about the Addresser's (speaker's) internal state, e.g. "Wow, what a view!" Whether a person is experiencing feelings of happiness ...
One important difference between emotive and descriptive use of language is the difference in intention. The discourse of a man using language emotively, using it to express or to arouse feelings, differs in intention from the discourse of a man using language descriptively to convey descriptive meanings (Castell 1949).
Stevenson's Ethics and Language, written after Ross's book but before Brandt's and Urmson's, states that emotive terms are "not always used for purposes of exhortation." [47] For example, in the sentence "Slavery was good in Ancient Rome", Stevenson thinks one is speaking of past attitudes in an "almost purely descriptive" sense. [47]
Anthony Weston, for example, admonishes students and writers: "In general, avoid language whose only function is to sway the emotions". [1] [2] One aspect of loaded language is that loaded words and phrases occur in pairs, sometimes as political framing techniques by individuals with opposing agendas. Heller calls these "a Boo! version and a ...
Language can be split into two components: the verbal and vocal channels. The verbal channel is the semantic content made by the speaker's chosen words. In the verbal channel, the semantic content of the speakers words determines the meaning of the sentence. The way a sentence is spoken, however, can change its meaning which is the vocal channel.
For example, not everyone furrows their brow when they are feeling angry. Moreover, these emotional symbols are not universal due to cultural differences. For example, when Western individuals are asked to identify an emotional expression on a specific face, in an experimental task, they focus on the target's facial expression.
For example, a positive valence would shift the emotion up the top vector and a negative valence would shift the emotion down the bottom vector. [11] In this model, high arousal states are differentiated by their valence, whereas low arousal states are more neutral and are represented near the meeting point of the vectors.