Correctly Using and Translating Emotion

Throughout all cultures, the one single aspect of persuasion that causes people to become most suspicious is persuasion.  Most of us have learned from past experience that those making use of overly emotional appeals are often trying to pull the wool over our eyes.  As a result, most people have come to discard emotional appeals and instead seek out quantitative facts, non-biased opinions and other more rational data to make a decision.  One English to Spanish translator in Houston provided the following example about a salesperson trying to sell your business a $250,000 computer system and his entire presentation is based on emotional appeals.  In this case, your company expects hard facts to rationalize a purchase decision.  The salesperson will undoubtedly fail in his attempts.  Many of the decision makers in your company would probably think that the sales person was making a weak attempt to make us act against our better judgment.

The way emotion should be used is by focusing on the benefits that a given solution will offer individual decision makers or departments.  Here’s an example of an emotional appeal that would have been better:  You will leave work each day feeling more relaxed knowing that the new computer system has technology that prevents the data corruption issues and miscalculations that you have cost your firm millions of dollars in lost productivity and cancelled orders.

Here is a powerful example offered by a certified diploma translation worker with The Marketing Analysts that demonstrates how persuasion can be used in advertising to promote woman’s fashion.   Notice the use emotion-laden words in this a for a man’s leather vest: Team this vest with a turtleneck sweater or a Michael Kors Medium Jet Set Pebbled Shoulder Tote, and you have the definitive response with sheik defiance to a fall chill.

The word sheik entertains the the reader’s sense of arrogance, definitive builds upon her authority, and fall chill reminds us of a feeling we wish to avoid while looking beautiful.

It’s good for legal translation services workers to keep in mind, emotional appeals can be used in a wide variety of applications.  In fact, many political and research reports concerning groundwater pollution during the fracking process describes the increased rate of cancer and other illnesses and provide various measurements.  In an environmental report, the researchers are likely to include a table or chart that indicates growth in contaminants before and during the fracking procedure along with measures of the increase in reported illnesses and cancer rates.  This sort of data will be persuasive when environmental engineers and scientists read the report. If you are assembling and very rigid scientific or analytical topic, you might need to steer away from the use of emotional appeals.  However, for many reports, it is acceptable to use emotional appeals as long as they are used with subtlety and discretion.

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