Emotional appeal
From RationalWiki
Emotional appeal is a logical fallacy whereby a debater attempts to win an argument by trying to get an emotional reaction from the opponent(s) and/or audience. It is generally characterized by the use of loaded language and concepts (God, country, and apple pie as good concepts; homosexuality, drugs, and crime as common bad ones). In debating terms, it is often effective as a rhetorical device, but is generally considered naive or dishonest as a logical argument, since it often appeals to listeners' prejudices rather than sober assessment of a situation.
Emotional appeal overlaps with other fallacies such as argumentum ad populum (i.e. appeal to widely held values), argument from adverse consequences, argument from shame, and poisoning the well (i.e. using the audience's perceived distaste for an opponent against the opponent).
