The most common and most likely answer to this crossword clue is the 8 letter word DEMAGOGY
I've seen this crossword clue in The Daily Telegraph
D
E
M
A
G
O
G
Y
Buddy explains!
The straight part
We know that "emotional appeal" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case emotional appeal = demagogy.The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
Crossword Answer definitions
DEMAGOGY noun- Demagogism