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Writers use emotive language in order to have a greater emotional impact on their audience.
Words can evoke positive emotions, as in: 'Brave gran risks life to save emaciated orphan'. Or the goal can be more negative: 'Abandoned children found in filthy, flea-infested flat'. It's important both to be aware of the effect this language can have on you as a reader, and to be able to achieve the same effect in your own writing.
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