Power word

In rhetoric, loaded language (also known as loaded terms or emotive language) is wording that attempts to influence an audience by using appeal to emotion or stereotypes. Such wording is also known as high-inference language or language persuasive techniques.

Loaded words and phrases have strong emotional implications and involve strongly positive or negative reactions beyond their literal meaning. For example, the phrase tax relief refers literally to changes that reduce the amount of tax citizens must pay. However, use of the emotive word relief implies that all tax is an unreasonable burden to begin with. Examples of loaded language are "You want to go to the mall, don't you?" and "Do you really want to associate with those people?".

Loaded terms, also called emotive or ethical words, were clearly described by Charles Stevenson. He noticed that there are words that do not merely describe a possible state of affairs. "" is not used only to refer to a person who commits specific actions with a specific intent. Words such as "" or "" carry with them something more than a simple description of a concept or an action. They have a "magnetic" effect, an imperative force, a tendency to influence the interlocutor’s decisions. They are strictly bound to moral values leading to value judgments and potentially triggering specific emotions. For this reason, they have an emotive dimension. In the modern psychological terminology, we can say that these terms carry "emotional valence", as they presuppose and trigger a value judgment that can lead to an emotion.

The appeal to emotion is often seen as being in contrast to an appeal to logic and reason. However, emotion and reason are not necessarily always in conflict, nor is it true that an emotion cannot be a reason for an action. Authors R. Malcolm Murray and Nebojsa Kujundzic distinguish "prima facie reasons" from "considered reasons" when discussing this. A prima facie reason for, say, not eating mushrooms is that one does not like mushrooms. This is an emotive reason. However, one still may have a considered reason for not eating mushrooms: one might consume enough of the relevant minerals and vitamins that one could obtain from eating mushrooms from other sources. An emotion, elicited via emotive language, may form a prima facie reason for action, but further work is required before one can obtain a considered reason.

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