Thereafter the bid city theme and the messaging needs to be emotive like an espresso coffee, simple, relevant and inspiring to those behind the bid, the population it represents, especially the athletes.

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While these can be very emotive, true and real responses, there is always more to it.

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The latest row may be more emotive because it involves a religious leader rather than just newspaper editors.

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In post-Fukushima Japan, nuclear power would be a much more emotive issue.

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"The public debate tends to be black and white, emotive and headline-grabbing, " he says.

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Natch, there will be plenty of live, emotive shots from the cockpit and via wing mounted cameras.

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It allows users to send emotive feelings that may be difficult to express verbally.

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Apart from the obvious emotive issues - which could be overcome by good stadium designers - there is the problem of the whole idea of the brand.

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Our correspondent says land ownership remains a highly politicised, emotive issue, and seizing Mr Smith's farm may be seen as a vote-winner.

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In particular, the thorny and emotive issue of whether families will have a veto on whether their relative's organs will be donated after death is going to be one of the crucial points that the government will need to have absolute clarity on when it introduces the Bill - clarity that has to some extent been absent so far.

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