FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material has a clear intention to evoke trust towards the SPD candidate while simultaneously highlighting the personal benefits for voters ('More for You', 'Better for Potsdam'). Visually, it focuses on a dominant portrait and red branding elements that appear authoritative and reinforce a sense of in-group identity, complemented by regional references for local appeal. The call to action 'Scan the poster now!' and the gesture of handing over the campaign logo create an impression of an immediate solution and activation of the audience.
Plutchik emotion spectrum
Intensity 0–100 for each of the 8 basic emotions. What the author wants to evoke in you — not necessarily what you feel.
Plutchik's theory of 8 basic emotions (1980).
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Emotional imprint & polarity
Profile shape (radar) and dominance in opposing pairs (dyads).
Joy 30
Sadness 5
Trust 70
Disgust 5
Fear 10
Anger 5
Surprise 20
Anticipation 60
The further from the center, the more dominant the pole.
Valence × Arousal
Valence: how pleasant the evoked emotions are. Arousal: how activating.
↖ anxiety,
rage
rage
↗ excitement,
joy
joy
↙ sadness,
fatigue
fatigue
↘ calm,
contentment
contentment
unpleasant
V=0.35 · A=0.65
pleasant
Russell's circumplex model of affect (1980).
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Manipulation level
A combination of emotional appeal, rhetorical tricks, and intent to harm.
Low
Medium
High
Very high
The material uses emotion or rhetorical techniques (e.g. in advertising or satire).
FactNinja's own heuristic.
About the method →
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FactNinja Visual Insights ·
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