emotive

Concise Oxford English Dictionary © 2008 Oxford University Press:
emotive /ɪˈməʊtɪv/

▶adjective arousing intense feeling: animal experimentation is an emotive subject.

– derivatives
emotively adverb,
emotiveness noun,
emotivity /ˌiːməʊˈtɪvɪti/ noun.

usage: The words emotive and emotional are not interchangeable. Emotive means ‘arousing intense feeling’, while emotional tends to mean ‘characterized by intense feeling’. Thus an emotive issue is one which is likely to arouse people's passions, while an emotional response is one which is itself full of passion.