Decades of success followed, thanks in part to Murie's passionate, often emotional appeals and her deep knowledge of the territory.

NPR: Mardy Murie, Alaska's Passionate Protector

Gun rights advocates are also using emotional appeals to make their point.

CNN: Obama's emotional plea might lead to vote on guns

If Cleveland Clinic appeals to the emotional side of our brains to provide a simple, soothing experience, the supermarket chain Trader Joe's tries to simplify rational choice.

WSJ: When Simplicity Is the Solution

" And Kleenex appeals to women for its packaging design, while men find that it provides emotional comfort, or "harmony.

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