Metaphors and linguistic intimacy in ad populum arguments

Beyond its cognitive and aesthetic value, metaphor also fosters linguistic intimacy, i.e., the feeling of belonging to an intimate community. The paper hypothesizes that linguistic intimacy might be particularly relevant in ad populum arguments, where a sense of belonging to the community endorsing the argument might influence the acceptance of the conclusion. In ad populum arguments, indeed, metaphors might act as a “concealed invitation” to accept and share a conclusion, encouraging effortful interpretation that results in a feeling of shared community. However, not all ad populum arguments are fallacious: they may reflect reasonable consensus, with the agreement with their conclusion depending on how they are framed. The article presents an empirical study investigating whether conventional and novel emotive metaphors vs. their literal counterparts within ad populum premises increase participants’ acceptance of the argument conclusion. The results showed that especially novel and negative metaphors in the premises make people less prone to evaluate the conclusion of ad populum arguments as logically acceptable, while conventional and positive metaphors in the premises makes them feel intimacy with the group of people supporting the conclusion, more easily leading to agreement with their conclusion.