Change People's Opinions by Appealing to their Emotions

The most effective way to change people's opinions is to appeal to their emotions.
Describe a specific situation in which the most effective way to change people's opinions might not be to appeal to their emotions. Discuss what you think determines whether or not the most effective way to change people's opinions is to appeal to their emotions.
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Each one of us as human beings perceives ourselves as being the center of the universe. It is our own thoughts we hear and emotions we feel on a day to day basis. The ego is a driving force that causes us to act in our own self-interest and we are instinctively motivated by what makes our egos flourish and avoid pain. In this sense, most humans are guided by emotions, as opposed to logical reasoning. Therefore, the best way for politicians, advertisers, religious institutions and other groups to change people's opinions is to appeal to their emotions. Those humans, however, who have gained control over their egos or who have been trained to think analytically may overcome such fallacious appeals.

In the case of politics, the appeal to emotions of voters is up front and center come election time. Common people do not have the faculties or motivation to research for themselves the history or actual stances of political candidates. Furthermore, campaign managers understand that luring voters on their side involves sending simple messages that have emotional appeal. This commonly includes inducing fear in the voter as to what would occur if he or she voted for the other side (i.e., Candidate X will raise your taxes or send our jobs to China!) This could also involve appealing to voter's jingoistic pride (i.e., Returning to the Constitutional principles and intentions of our Founding Forefathers). While politicians themselves may be intelligent people with reasoned stances, they need to get down to the level of the common people in order to gain their votes. People, in general, fear those who are more intelligent than themselves and they more readily respond to sound bites appealing to their emotions.

Religious institutions find it essential to appeal to people's emotions as a matter of survival. The tenets of organized religion are essential based on faith, as opposed to reason. The reason why people support their churches and attend services is based on the fear of the unknown. People are not comfortable with the possibilities that could occur following death. Do we just die period? Do we go up to heaven or down to hell? Religion provides us with a sense of solace and answers to the unknown. Admittedly, these answers are not based on pure logic or evidence---but rather an appeal to our emotions. The church comforts us as we make our way in life blindly towards uncertain death. Not knowing for sure what is to come is a source of suffering for people but religious institutions, in exchange for financial and moral support, ease these doubts with their services and promises for salvation.

While some people do not bother with either politics or religion, they are no doubt affected by the ubiquitous advertisements in our daily lives. Marketers understand that the most effective way to get people to buy their products is to appeal to emotion. Most products in the market are fungible and companies must distinguish themselves in some way to attract customers. One of the most successful companies (as far as advertising and sales) in recent years is Apple. They have essentially taken over the digital audio player market with the Ipod. While all MP3 players are essentially the same technology-wise, Apple has successfully branded their Ipod as THE coveted item --the best the market has to offer. Along with an aesthetically pleasing design, Ipods are supported by brillian ads that have largely appealed to our emotions--that is, our ego's need to feel "cool." It is a sort of snob appeal where one automatically feels less fashionable if carrying another brand of MP3 player. Many other successful ads appeal to various emotions, such as the desire to feel more beautiful and wealthy. Our logical minds would tell us that we do not need these products and gadgets to live quality lives. However, emotions overtake us and we support and feed into America's consumer culture.

Granted, not all people are swayed by the emotional appeals of politicians, churches, and advertisers. Some have become aware of the workings of their ego and can control their emotional desires. Others have been formally trained in the art of analytical reasoning and are conditioned to question everything before them. Indeed, most people do not have the faculties or opportunities to prevent themselves from becoming slaves to their emotions. Therefore, politicians, churches, and advertisers will continue to find success in pushing through simplified messages for personal gain.