The Dos and Don’ts of Using Emotion in Speech

In the modern era, the appeal to emotion (pathos), has become a rather popular rhetorical device.

It seems that we can’t go one day without a public figure using this technique to play to the audience on some issue or another.

But, the reality is that appealing to human emotion is undeniably effective and persuasive.

Run an experiment. Next time you need to convince someone to do something, try using a purely logical argument.

I guarantee it won’t work.

Your target will feel at best bored, at worst patronised and insulted!

Remember that you can ‘win’ the argument logically - but persuade no one.

Logos uses reason and logic to influence the listeners when making speeches - and, believe it or not, during Aristotle’s era it was quite groundbreaking to point this out!

But, Aristotle emphasised that rhetoric is concerned with all the means of persuasion available – including the appeal to emotion.

He explained that you must influence your audience by stirring up emotions: “Discover the cause, discover the key”.

Successful vs Unsuccessful use of Emotions

Let’s have a look at some of the dos and don’ts of using pathos as a rhetorical device - with historical examples to illustrate the points.

✔️Do: Stir up a sense of collective duty in your speech – aka: we’re all in this together

Greek politician and general Pericles masterfully used pathos in his famous Funeral Oration during the Peloponnesian War in the late 5^th century BCE.

He did this by appealing to the audience's sense of duty, pride, and patriotism through loaded terms like "law," "duty," and "endure".

He emphasised shared values and achievements, portraying himself as one of the people and linked the bravery of the fallen to the greatness of Athens, stirring national pride and triggering a collective resolve to continue the war.

The speech's powerful rhetoric and timeless message have made it a lasting symbol of democratic ideals.

✔️Do: Paint a Picture for Your Audience

Imagine your words as a paintbrush, with each utterance adding a brushstroke on a canvas to display the final artwork.

Let’s turn to Pericles' speech again, where he successfully captured the beauty of Athens:

“So died these men as becomes Athenians. You, their survivors, must determine to have as unfaltering a resolution in the field, though you may pray that it may have a happier outcome.…”

Pericles’ words show he understands that people will fight for a higher ideal – especially one which they can so vividly visualise.

✔️Do: Evoke a Sense of Urgency

Emotion in speech can be used to push the urgency of the moment so your audience acts swiftly and decisively.

One historical example is Queen Elizabeth I's Speech to the Troops at Tilbury (1588) during the threat of the Spanish Armada.

In her address, she uttered the famous words: "I know I have the body but of a weak and feeble woman; but I have the heart and stomach of a King, and of a King of England too”.

Her words profoundly touched the heart of her soldiers and encouraged them to protect against the Spanish invasion – while also recognising her right to rule England.

Now for the don’ts…

❌Don’t Gratuitously Attack your Opponent

It can be very tempting to attack your rival’s character. A carefully chosen sentence can cast doubt on your opponent’s reputation even if there’s just a sprinkling of plausibility there.

But the danger is that this can backfire, making you seem deranged and vindictive.

Let’s take Cicero’s Second Phillipic, where he launched a vehement attack against his rival, Marc Antony, accusing him of undermining the Republic and of being a threat to Rome’s stability.

While this speech is still remembered today, some critics note that his othering of Antony was driven more by personal animosity than by constructive solutions.

❌Don’t Underestimate the Importance of Character

In his Art of Rhetoric, Aristotle discusses the importance of character - ethos - as one of the key components to successfully win over your audience.

One of the unspoken rules of etiquette is not to speak ill of the dead.

Even if your accusations are true, this never goes down well. Speaking ill of the dead is especially damaging when your target is popular.

Let’s fast-forward to a present day example.

In 2015, Donald Trump criticised Senator John McCain by questioning his status as a war hero, stating: "He’s not a war hero. He was a war hero because he was captured. I like people who weren’t captured”.

Trump’s remarks were seen as opportunistic and insensitive and his comment was widely condemned as disrespectful to McCain's military service and personal sacrifice.

❌Don’t Exploit Tragedies to Stir Up Hatred

In political speeches, exploiting a recent tragedy to push an unrelated agenda can drastically backfire.

In Cleon’s Speech during the Peloponnesian War, the Athenian politician used the suffering and casualties of the war to justify extreme measures against the city of Mytilene.

He exploited the tragedy of the revolt and the perceived threat to Athenian power to incite further hatred and justify ruthless actions.

Several scholars, including the historian and general Thucydides, noted that Cleon’s speech was less about reasoned argumentation and more about appealing to the Athenians' anger and fear.

Not a good look…

🖊️Trivia - did you know

1. The Peloponnesian War, during which Pericles delivered his Funeral Oration, lasted for 27 years, from 431 to 404 BCE

2. Cicero, the Roman orator, has over 50 speeches that are still studied and referenced today.

3. The term pathos comes from the Greek word for suffering or experience, highlighting its role in appealing to the audience's emotions.