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Full Idea
Emotivism held that there were two purposes of moral judgements: to express the emotions of the speaker, and to influence the emotions of his hearers.
Gist of Idea
Emotivism saw morality as expressing emotions, and influencing others' emotions
Source
Bernard Williams (Morality and the emotions [1965], p.209)
Book Ref
Williams,Bernard: 'Problems of the Self: Papers 1956-1972' [CUP 1979], p.209
A Reaction
I take Ayer to be typical of the first project, and Hare of the second. The theory is much more plausible when the second aim is added. Would we ever utter a moral opinion if we didn't hope to influence someone?