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Emilia Areq
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EMPHASIZING EMOTIONAL APPEALS IN PERSUASIVE AUDIO AND VIDEO MATERIALS Azzahra Nazwa Syahirah; Muhammad Ihsan Aryo Prakoso; Astika R. Pratiwi; Emilia Areq; Rommel Utungga Pasopati; Anicleta Yuliastuti
Seminar Nasional Hasil Riset dan Pengabdian Vol. 8 (2026): Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) Ke 8 Tahun 2026
Publisher : LPPM Universitas PGRI Adi Buana

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Abstract

This study explores the role of emotional appeals in persuasive audio-visual communication, emphasizing how specific emotional strategies influence audience perception, engagement, and behavioral response. Audio and video media possess a unique capacity to combine visual imagery, sound, and narrative, making them highly effective tools for evoking emotions such as fear, happiness, sadness, hope, love, guilt, pride, anger, nostalgia, and curiosity. Each of these appeals serves a distinct persuasive function: fear creates urgency, happiness builds positive association, sadness and guilt foster empathy and responsibility, while hope and pride inspire motivation and self-affirmation. The paper examines how these emotional triggers are strategically integrated into storytelling, advertising, and public messaging to shape audience attitudes. It also highlights the importance of balance, as excessive or manipulative use of emotional appeals may reduce credibility or lead to audience resistance. By analyzing the psychological mechanisms underlying emotional engagement, this study demonstrates that effective persuasion relies not only on logical argumentation but also on the careful orchestration of emotional experiences. In conclusion, the findings suggest that emotional appeals, when used ethically and thoughtfully, significantly enhance the persuasive power of audio-visual media.
Co-Authors Anicleta Yuliastuti Astika R. Pratiwi Azzahra Nazwa Syahirah Muhammad Ihsan Aryo Prakoso Pasopati, Rommel Utungga