Take the statement "Cloning is wrong". An emotivist would analyze the statement to mean: "Do I have any negative feelings about cloning?". Emotivisists base morality solely on feelings and emotions rather than rational thought.
A common explanation of the emotivist position is that it holds the claim "Murder is wrong" to express not a statement of universal fact, nor a mere command ("You! Do not murder!") but rather an emotional reaction, more powerful than but just as individual as a statement of taste -- "Murder, yuck!"