An emotion script generating apparatus, comprising means to receive emotion data, in which the emotion data is obtained according to measurable physiological parameters reflective of a user's emotions; and means to generate emotion script using the emotion data based on a predefined template. An emotion script experiencing apparatus, comprising means to receive emotion script, wherein the emotion script is generated using emotion data and is based on a predefined template, the emotion data capable of being obtained according to measurable physiological parameters reflective of a user's emotions; and means to affect a user by using emotion data extracted from the emotion script, so as to cause the user to experience the emotion script.