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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.
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.
It involves choices in tone, style, and language to persuade, inform, entertain, or engage the audience. Rhetorical stance can include elements such as the use of ethos (establishing credibility), pathos (appealing to emotions), and logos (logical reasoning) to shape the overall impact of a communication. [2] [3]
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.
On a hot summer day in 1963, more than 200,000 demonstrators calling for civil rights joined Dr. Martin Luther King Jr. for the March on Washington for Jobs and Freedom.
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Pathos represents an appeal to the audience's emotions. [10] This appeal can be achieved by the use of metaphors, storytelling, or general passion. In order to appeal to an audience's emotions during the speech's delivery, the speaker must first take the audience's emotion into account during the early invention phase.