If one has a weak product - and by extension, a weak position - it must be bolstered by external props (audio and visual) that divert the attention from any flaws.
Confidence men of all sorts understand this, from snake-oil salesmen, to ponzi schemers, to progressives; to bring their 'vision' (money, power, utopia, et al) to bear, against both personal and common sense, they need to distract those senses using the strength of emotions.
'For the children', 'War on Women', 'If it saves just one life . . ', 'Poverty and the Poor', 'Health Care reform' - - - well, you get the picture