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Michelle Obama and the appeal to emotions
Michelle Obama displays the art of evoking the generative emotions of hope and optimism in her audience.
Her approach is simple, yet grounded in brain science: start with an image that evokes an emotion, and then back it up with the logical implication. Your audiences' decisions become a natural by-product.
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The feelings economy
People make decisions for emotional reasons, and justify them with rational ones.
So if you want to influence a group of people, take time to identify the emotion that matters most to them, and then create an image that will evoke that emotion.
Add just enough logic to help them rationalize what they already feel, and you will make it easy for your audience to decide in your favor.
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