FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes trust and positive associations with the product through medical authority and optimistic visuals. Visually, a smiling doctor, a striking red background, and the claim of 20,679 doctors recommending cigarettes dominate, along with the slogans 'less irritating' and 'It's toasted', thereby reducing the perceived risk of smoking. Overall, the aim is to enhance the feeling of certainty and subtle pleasure in purchasing the product.
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 40
Sadness 5
Trust 75
Disgust 5
Fear 5
Anger 5
Surprise 25
Anticipation 45
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=0.45 · A=0.60
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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