FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes joy, trust, and a sense of prestige associated with smoking. The visuals feature a smiling, elegant woman and large headlines such as KING SIZE, TASTE, and COMFORT, complemented by the slogan Now Millions Know!, which creates an impression of social pressure. The texts and visual elements utilize bandwagon, authority, healthwashing, and glittering generalities, while downplaying the risks; it is a strong manipulative appeal aimed at prompting immediate action and associating the product with pleasure.
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 60
Sadness 10
Trust 45
Disgust 10
Fear 15
Anger 10
Surprise 30
Anticipation 70
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=0.65 · A=0.75
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
Strong emotional appeal plus misleading framing or targeting of a specific group.
FactNinja's own heuristic.
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FactNinja Visual Insights ·
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