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For example, this type of advertising is exemplified in large food brands such as Presidents Choice's "Eat Together" campaign (2017), and Coca-Cola's "Open-happiness" campaign (2009). One of the most well-known examples of pathos in advertising is the SPCA commercials with pictures of stray dogs with sad music.
Pathos (plural: pathea) is an appeal to the audience's emotions. [6]: 42 The terms sympathy, pathetic, and empathy are derived from it. It can be in the form of metaphor, simile, a passionate delivery, or even a simple claim that a matter is unjust. Pathos can be particularly powerful if used well, but most speeches do not solely rely on pathos.
The power of emotions to influence judgment, including political attitudes, has been recognized since classical antiquity. Aristotle, in his treatise Rhetoric, described emotional arousal as critical to persuasion, "The orator persuades by means of his hearers, when they are roused to emotion by his speech; for the judgments we deliver are not the same when we are influenced by joy or sorrow ...
Persuasive writing is a set of written arguments to convince, motivate, or move readers into a particular point of view or opinion on your topic. This argument is typically presented with reasoned opinions backed and explained by evidence that supports the thesis.
The rise of advertising and of mass media such as photography, telegraphy, radio, and film brought rhetoric more prominently into people's lives. The discipline of rhetoric has been used to study how advertising persuades, [104] and to help understand the spread of fake news and conspiracy theories on social media. [105]
In general, pathos refers to the use of an emotional appeal. The term "corporate pathos" describes the use of emotional arguments alongside rational explanations for organizations to convince audiences of their given position. [3] The corporate pathos technique is used by businesses facing a crisis and an angry public.
The image used in the advertisement. In 1953 Alcoa Aluminum [1] produced an advertisement promoting their HyTop twist-off bottle cap.The advertisement, often erroneously attributed to Del Monte Foods, [2] featured a picture of a woman with the tagline "You mean a woman can open it?" [1] The advertisement has been subject to criticism in later reviews and is viewed as a symbol of casual sexism ...
Hardworking families – Example of a glittering generality in contemporary political discourse Ideograph (rhetoric) – frequently used word in political discourse that uses an abstract concept to develop support Pages displaying wikidata descriptions as a fallback