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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.
George A. Kennedy in a note to On Rhetoric: A Theory of Civic Discourse remarks that ethos predominantly refers to the "moral character" of actions and mind. Kennedy reveals the purpose of chapters 12–17 as a demonstration to the speaker of "how his ethos must attend and adjust to the ethos of varied types of auditor if he is to address them ...
[9] From Aristotle’s examples of "pathos occurring/pathos about to occur but not occurring, and knowledge/ignorance" Belfiore derives a list of "four logical possibilities", and "lists them in the order in which Aristotle ranks them, from worst to best: 1. A pathos is about to occur, with knowledge, but does not occur. 2.
Pathosformel or "pathos formula" (German plural: Pathosformeln) is a term coined by the German art historian and cultural theorist Aby Warburg (1866–1929) in his research on the afterlife of antiquity (das Nachleben der Antike).
For example, if a presidential candidate has a long history of philanthropy, he or she will invent an argument that demonstrates personal good character in order to convince the audience that he or she is the best candidate for office. Pathos represents an appeal to the audience's emotions. [10]
Pages for logged out editors learn more. Contributions; Talk; Ethos, pathos and logos
Affect, as a term of rhetoric, is the responsive, emotional feeling that precedes cognition. [1] Affect differs from pathos as described by Aristotle as one of the modes of proof [2] and pathos as described by Jasinski as an emotional appeal [3] because it is “the response we have to things before we label that response with feelings or emotions.” [4]