ABSTRACT
Great oratory is moving – it motivates people to join a movement. George Washington through Winston Churchill, Adolf Hitler, Martin Luther King Jr, and Jesse Jackson attracted followers and built social solidarity by evoking kama muta through their speeches. Political uses of this emotion include the Moving China Award and election campaign commercials. Marketing campaigns of all sorts often use kama muta-evoking commercials – which occasionally are so moving and touching that they ‘go viral.’
