My latest post on the Rhetorical Theory Course Blog:
You will hear more about Aristotle’s appeals in future chapters, but if you notice I’ve uploaded a document in D2L that outlines the three nicely. Regarding pathos, or the appeal to our emotions, it states,
Language choice affects the audience’s emotional response, and emotional appeal can effectively be used to enhance an argument. Indeed, pathos evokes a meaning implicit in the verb ‘to suffer’–to feel pain imaginatively….Perhaps the most common way of conveying a pathetic appeal is through narrative or story, which can turn the abstractions of logic into something palpable and present. The values, beliefs, and understandings of the writer are implicit in the story and conveyed imaginatively to the reader. Pathos thus refers to both the emotional and the imaginative impact of the message on an audience, the power with which the writer’s message moves the audience to decision or action.
An example that comes to mind immediately is from Mad Men. I shared the link to this video in my comment to Jodee’s post, but wanted to create a separate space for it just in case you miss it there: http://youtu.be/suRDUFpsHus
Don’s entire presentation relies on pathos, beginning with his narrative about working for Teddy and his defining of nostalgia as “the pain from an old wound,” all the while showing slides of his own family and the memories they can now relive via the Kodak Carousel. Rather than distancing himself from a product, he’s thrown his heart into it and it works!
I’ve created a new category called “advertising” since we’re bound to make a number of references to commercials, print, and online ads this semester!