Emotive Language: What It Is, Why It’s Used, and Examples

‘I have a dream that my four little children will one day live in a nation where they will not be judged by the colour of their skin, but by the content of their character.’

                                                                                                                                                                        Martin Luther King Jr.

The lines above will make you understand what the person is feeling and relate to the situation. That is what emotive language aims to do. Emotive language can be defined as the language that generates or expresses emotions in the reader’s thoughts. 

Knowingly or unknowingly, we have all come across emotive language. Be it a short story, a letter, or a novel, the use of this form of language has been universal. So, if you are willing to know more about this interesting language, let this blog be your learning guide. Here, we will take you through the meaning, the reasons it is used, and share a few examples to make it more relatable. 

Emotive Language Definition: Understanding the Meaning

Emotive language is the use of words chosen to evoke a strong emotional response in the reader or listener, like happiness, anger, sadness, or fear. It is a persuasive technique that uses impactful adjectives, verbs, and nouns to influence opinion, create a connection, and make writing more engaging and passionate. 

The main objective of using emotive language is to affect the readers and listeners in a way that they understand and relate to what they are reading or listening to. As a translation service provider, we understand the essence of emotive language and translate every document in a way that it carries the same meaning and conveys the message properly. 

Why Emotive Language in Writing Is Important?

The importance of emotive language lies in its persuasion and its role in creating a strong connection with the content. It makes writing more engaging and memorable. For example, MasterCard’s slogan, ‘There are some things money can’t buy. For everything else, there’s MasterCard’, which shows the use of emotive language in persuasion. 

Here’s a look at the various reasons showing the importance of emotive language in writing: 

A. Persuasion

Emotive language is a strong tool for persuasion. It can help the writer influence a reader’s feelings and perspective, building stronger arguments, be it for an opinion, essay, or speech. Winston Churchill’s ‘We Shall Fight on the Beaches’ speech is a great example of using persuasion to evoke unbreakable resolve and courage against Nazi invasion.

B. Connection and Empathy

Language is an effective tool in helping readers feel emotionally involved. Marketers from around the world use this technique to build their brand in various countries. Airbnb’s ‘Belong Anywhere’ is one of the best examples showing how emotive language is used to create intimacy and encourage social sharing. 

C. Better Engagement

Emotive language can enhance engagement and make a story or a marketing slogan memorable. Gillette’s ‘The Best a Man Can Get’ is a great example where the marketers used the emotive technique to connect with customers all over the world. It resonates with the evolving ideals of masculinity, aspiration, and self-improvement. 

D. Relatability

One of the most important reasons emotive language is important is that it makes write-ups relatable. The technique helps readers understand what the writer wants to convey, along with the cultural context of the subject matter. 

E. Storytelling

In creative and fictional writing, emotive language plays a crucial role in bringing the story to life. Adding on to this, businesses also use this in their storytelling to connect with their customers. Dove’s ‘Real Beauty’ campaign and all the stories associated with it are one of the best examples of how emotive language is used to connect with customers. 

A media translation service provider like us understands the significance of this language and how it plays a crucial role for businesses expanding beyond their natural market. 

Where Does Emotive Language Get Used?

Emotive language can be used in different ways in everyday life. Here are some of the ways one can use emotive language:

A. Addressing People or Things

Notable speakers often use emotive language to address people and connect with them to leave a lasting impression on their minds. 

B. Promotions

Using emotive language in advertising is very common. It is used to grab the attention of a brand’s target audience. Ecommerce translation services aim to bring out the right emotion in a translated ad campaign to build a strong connection with the audience. 

C. Poems

The use of this type of language in literature cannot be overlooked. The authors and poets use scholarly strategies to convey the underlying emotions clearly. 

D. Announcements

Public assistance declarations are used to inform individuals about various things. Emotive language plays a major role in these announcements as it helps them understand the need for a change.

Referential Language vs. Emotive Language: Know the Difference

Referential language is focused on denotation (literal meaning) to convey facts, data, or specific objects. On the other hand, the purpose of emotive language is to stir emotional responses and persuade. Here’s an insight into the differences:

Emotional appeal in writing is crucial to connect with the readers. However, there’s no way to deny the importance of referential language. 

Emotive Language Examples: A Comprehensive List of Emotive Words

Some words mean the same but have a greater impact when they are used. For marketers, copywriters, and translators, finding the right word can help communicate the message effectively. Here’s a category-wise list of emotive words list to help you make the right choice and use them to convey your message correctly:

A. Neutral vs. Emotive Words (Comparison)

B. Emotive Words by Category

Words that build trust and safety

• Authentic
• Guaranteed
• Proven
• Secure
• Backed
• Official
• Lifetime

Words that trigger urgency

• Now
• Deadline
• Limited
• Seize
• Last chance
• Today
• Instant

Words that evoke curiosity

• Secret
• Confidential
• Hidden
• Uncovered
• Behind-the-scenes
• Banned

Negative emotive words

• Risky
• Mistake
• Exhausting
• Dangerous
• Mediocre
• Confusing

While these words are often used to create a connection in literature, using them in business or marketing materials might be dangerous. For example, high-urgency keywords like ‘deadline’ or ‘demanding’ can come across as rude or aggressive in cultures that value politeness and indirect communication, like those in Japan or Thailand. 

The Global Challenge: Translating Emotive Language in Marketing

English is a language that carries rich emotive nuances. While that acts well in literature, it might not be the same for businesses. Emotions are deeply cultural. A word that means ‘trust’ in the UK might mean ‘suspicion’ in Germany. 

Word-for-word translation of emotive languages is not the best way for businesses that aim to go global. This is a reason businesses trust professional translation services to get the best results.

Now, what do these businesses do? They don’t translate, they transcreate. 

Transcreation is defined as creative translation, where the professional translator understands the feeling and the message, not just the word. Here are a few examples to help you understand the difference better: 

A. Coca-Cola in China

Coca-Cola literally became ‘Bite the Wax Tadpole,’ which sounded nonsensical and unappealing. It was transcreated to Kekou Kele, which meant ‘tasty and fun’, thus appealing to the market and achieving success. 

B. Nike’s ‘Just Do It’

The well-known slogan was not directly translated but transcreated for the markets in Japan to preserve motivational urgency. This helped maintain the global emotional consistency amid cultural nuances. 

C. KitKat’s Have a Break, ‘Have a KitKat’

The slogan was transcreated to Kitto Katto, playing on Kitto for ‘surely’ and ‘good luck.’ It resonated with the students, and sales surged immediately. 

D. KFC Post-Failure Recovery

KFC’s ‘finger-lickin’ good’ flopped in China as it translated to ‘eat your fingers off.’ The slogan was eventually adapted to convey ‘It’s finger-lickin’ good, because it’s so tasty.’ This helped rebuild trust and emotional appeal.  

You can go through the common Spanish translation fails as well to understand the need for professional translation services. 

At Translations.co.uk, we understand the significance of transcreating to ensure the brands are able to convey their message correctly. You can talk to us and share your requirements to get the best transcreation solutions. 

Final Thoughts,

Global campaigns and marketing speeches are not restricted to words; these are more about the emotional bridge between your brand and your audience. However, when it comes to brands, there are high chances of the brands being unable to convey their messages correctly. Simple word-for-word translation has never been enough for businesses, and the only solution to the problem is transcreation. 

Transcreation helps convey the right emotion and connect with the audience. So, if you are struggling to make your brand heard the right way in a new market, contact us for transcreating your brand message. 

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