FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material of the political advertisement deliberately evokes fear and a sense of urgent action in the viewer through two distinctly conceived parts. The left part relies on lighter colors, positive language, and the evocation of trust and hope; the right part uses dark visuals, appeals to threats, and urgent calls to action against the opponent. In addition, manipulative techniques such as demonization, polarization, and ad hominem attacks appear, which reinforce both emotional and political polarization.
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).
About the method →
Emotional imprint & polarity
Profile shape (radar) and dominance in opposing pairs (dyads).
Joy 35
Sadness 20
Trust 65
Disgust 20
Fear 75
Anger 50
Surprise 40
Anticipation 65
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=-0.60 · A=0.80
pleasant
Russell's circumplex model of affect (1980).
About the method →
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.
About the method →
Do you like Visual Insights?
Create similar emotion analyses for your own materials with the PRO plan.
View plans →
FactNinja Visual Insights ·
factninja.cz