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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.
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]
Smell Like a Man, Man [2] is a television advertising campaign in the United States created by ad agency Wieden+Kennedy for the Old Spice brand of male grooming products, owned by Procter & Gamble. The campaign is commonly referred to as The Man Your Man Could Smell Like , the title of the campaign's initial 30-second commercial.
Pathos is an appeal to the audience's emotions. The speaker may use pathos in a multitude of ways; however, in terms of the rhetoric of health and medicine, two particular emotions stand out: fear and hope. When doctors appeal to fear it is not done so lightly.
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.
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.
Before 1964, campaign ads were almost always positive. The opposing candidate or their policies were rarely mentioned. [20] In mid-June, John P. Roche, president of Americans for Democratic Action (ADA), a progressive advocacy group, wrote a letter to Bill Moyers, Johnson's press secretary, which said that Johnson was in a "wonderful strategic position", and that they could run a "savage ...