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Writer often try to arouse emotions in readers, to excite their interest, make them care, move them to take action. Theres nothing wrong with appealing to readers emotions. Whats wrong is manipulating readers with false or exaggerated appeals.
As a critical reader, you should be suspicious of writing that isoverly or falsely sentimental, that cites alarming statistics and tries to enrage readers with frightening anecdotes, that demonizes others and identifies itself with revered authorities, that uses symbols (flagwaving) or emotionally loaded words (like racist). King for example uses the emotionally loaded word paternalistically to refer to the white moderates belief that he can set the timetable for another mans freedom.
In the same paragraph, King uses symbolism to get an emotional reaction from readers when he compares the white moderate to the ku Klux Klanner. To get reader to accept his ideas, he also relies on authorities whose names evoke the greatest respect, such as Jesus and Lincoln. You might consider the discussion of black extremists in paragraph 7 of the king except to be a veiled threat designed to frighten readers into agreement. Or you might object that comparing kings crusade to that of Jesus and other so-called leaders of religion and political group is pretentious and manipulative.
Following are some fallacies that may occur when the emotional appeal is misused:
Loaded or slanted language, when the writer uses language that is calculated to get a particularly reaction from readers.
Bandwagon effect, when it is suggested that great numbers of people agree with the writer and if you continued to disagree, you would be alone.
False flattery, when readers are praised in order to get them to accept the writers point of view.
Veiled threat, when the writer tries to alarm readers or frighten them into accepting the claim.
Testing for knowledge:
Writers often try to persuade readers to respect ad believe them. Because readers maynot know them personally tor even by the reputation, writers must present an image of themselves to in their writing that will gain their readers confidence. This image cannot be made directly but must be made indirectly through the arguments, language, and the system of values and beliefs implied through the arguments, language, and the system of values and beliefs implied in the writing.
Writers establish credibility in their writing in three different ways:
By showing their knowledge of the subject
By building common ground with readers
By responding fairly to objections and opposing arguments
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