Appeal to Emotion

 According to Epstein "an appeal to emotion in an argument is just a premise that says, roughly, you should believe or do something because you feel a certain way."
In other words an argument can appeal to your emotions by making you, for example, feel sad, happy, guilty, or happy. By making you feel a certain way they will get you to act upon those emotions and persuade you to do something about how you are feeling.
Epstein touches upon different types of appeals to emotion. The ones who discussed were appeal to fear, appeal to spite, arguments that "call in your debts", feel-good arguments, appeal to vanity, and wishful thinking.
The one I found most interesting was an argument with an appeal to vanity because it seems to be the most common one used in commercials. A famous example of commercials that appeal to the audience's vanity are L'oreal commercials. At the end of each commercial the model leading looks into the camera, smiles, and says "because you're worth it." L'oreal has been using their trademark phrase for quite a long time and it is used convince their future customers that they deserve to be using L'oreal's quality products. And this is an example of appeal to vanity because Epstein defined this as "our wanting to feel good about ourselves." According to L'oreal a woman should use their makeup and other cosmetic products they are worth the price and time. They deserve to look good and be happy. This tactic seems to be most prominent in commercials targeted at a female audience. I think that this is both a bad and good way to convince someone. I think it is bad because it seems more superficial than anything and only leads to selfishness instead of helping society. I also think it is a good tactic because everyone deserves to treat themselves once in a while and it's important to remind those who don't have much time for themselves.