Stir basic emotions. Never promote your message through a rational, direct argument. That will take effort on your audience’s part and will not gain its attention. Aim for the heart, not the head. Design your words and images to stir basic emotions—lust, patriotism, family values. It is easier to gain and hold people’s attention once you have made them think of their family, their children, their future. They feel stirred, uplifted.
