"What is shown is that typical ethical argumentation in everyday discourse is saturated with emotionally loaded language, and is highly persuasive in nature. Some insights derived from the emotivist view can be extremely useful in explaining how ethical argumentation works. Ethical arguments arise out of conflicts of values in which there is a pro-attitude viewpoint on both sides. Both sides use emotionally loaded language of a kind that supports one's viewpoint and that expresses opposition to the viewpoint of the other side."