Högskolan i Skövde

In linguistic analyses of emotionally oriented language use, the study usually concerns how feelings are textually expressed and how feelings are perceived by a receiver. Rhetorical communication ultimately aims at convincing an audience. Thus, in the field of rhetoric, theories have been developed for how an audience can be influenced, especially emotionally, by means of language. The object of this study - based on classical rhetorical theory - is to show what function feelings might have in rhetorical communication, how feelings are formed, and how emotional argumentation is valued. The study shows that the theory of rhetoric in  classical antiquity attaches great importance to emotional argumentation. Gradually, a sophisticated opinion will develop on what rhetorical tropes can be used to evoke feelings. Emotive communication is  estimated very highly, despite there being a shade of anxiety that this type of emotionally tinted language use might lend itself to abuse. The rhetoric of antiquity shows an advanced appreciation for the importance of emotion in human communication.