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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.
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.
Book II gives advice for all types of speeches. Aristotle's Rhetoric generally concentrates on ethos and pathos, and—as noted by Aristotle—both affect judgment. Aristotle refers to the effect of ethos and pathos on an audience since a speaker needs to exhibit these modes of persuasion.
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The original version includes only three points: the writer/speaker (ethos), the audience (pathos), and the message itself (logos). All the points affect one another, so mastering each creates a persuasive rhetorical stance. [9] The rhetorical tetrahedron carries those three points along with context. Context can help explain the "why" and "how ...
And these three proof types are Ethos, Pathos, and Logos. Ethos: The perceived character, intelligence and goodwill of a speaker as they become revealed through his or her speech. Logos: The logic proof that speakers employ. Pathos: The emotions that are drawn out of listeners. There are three modes of ethos Phronesis: practical wisdom
Full ratings for Super Bowl 59 ads. Below is the full list of Super Bowl commercial ratings from the Kellogg panel, which rates the commercials on their marketing effectiveness.
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, [ 108 ] and to help understand the spread of fake news and conspiracy theories on social media.