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There are two traditional advertising tactics for promoting a product, event, candidate, or point of view. One is to provide reasons; the other is to bypass reasons altogether and appeal strictly to emotion. Considered in isolation, emotional appeals are far more effective. But many of the most influential ads combine slim reasons with powerful appeals to emotion. To appreciate the power of emotional appeals we need only consider the promotion of sodas, beer, cigarettes, cosmetics and so on. This advertising is the most successful in the industry; and it trades almost exclusively on the manipulation of our desires, fears and senses of humor. In fact, it wouldnt make sense to offer up arguments, because there really arent any good reasons for consuming such products. Even so, some of these products are advertised with at least superficial reasoning. For instance, in the promotion of facial moisturizers it has become popular to use the image of a youthful woman with fresh, unlined skin along with the claim that the product car reduce the signs of aging. This is indeed a reason, but a carefully couched one that never really states that product users will look younger. Still, countless middle- | 
