Appeals to EmotionPathos

PathosAristotle identified pathos as one of

three key ways that writers can ap-peal to their audiences in arguments

Also identified as emotional appealsThese arguments generate emo-

tions (such as anger, fear, jealousy, empathy, pity, and love) in readers to shape their responses and dis-pose them to accept a claim.

PathosAlso often based on specific

examples of suffering or potential threats.

Can also include the following aspects:◦loaded language that is rich in

connotations and vivid images/sounds

What if?Emotional appeals in ads can

appeal to your emotions, intrigue you, and perhaps even seduce you.

Although there may be more logical reasons to buy or use a product or service, ask yourself, “Would you have acted without an emotional tug?”

PathosPowerful tool geared to influence

what people think and believe. At times, we all make decisions,

even important ones, based on our feelings.

It’s All about Moving the AudienceWhen writers and speakers find

the words and images that evoke certain emotions in people, they might also move their audiences to sympathize with ideas that they connect to those feelings and even to act on them.

Pathos and ArgumentArguments based on emotion

probably count more when you're persuading then when you're arguing.

You might use reasons and evidence to convince readers something is true when persuading you want people to take action.

How to Use PathosUsing Emotions to Build Bridges

◦Use emotions to connect with readers to assure them that you understand their experiences or feel their pain.

◦Such a bridge is especially important when you're writing about matters that readers regard as sensitive.

◦Before they'll trust you, they want insur-ance that you understand the issues in depth.

◦ If you strike the right emotional note, you will establish an important connection.

How to use PathosUsing Emotions to Build

Bridges cont.◦Another obvious way to build an

emotional tie is simply to help readers identify with your experiences.

How to Use PathosUsing Emotions to Sustain an

Argument◦Use to make logical claims stronger

or more memorable. ◦But lay on too much emotion and

you may offend the audiences you hoped to convince.

◦Sometimes a strong emotion (such as anger) adds energy to an argu-ment.

How to Use PathosUsing Emotions to Sustain an

Argument cont.◦This way, writers can generate emo-

tions by presenting arguments in there starkest terms, stripped of qualifications or subtleties.

◦Readers or listeners are confronted with core issues or important choices and asked to consider the conse-quences.

How to Use PathosUsing HumorHumor has always played an important

role in argument, sometimes as the sugar that makes the medicine go down.

You can slip humor into an argument to put readers at ease, thereby making them more open to a proposal you have to offer.

Humor also makes otherwise sober people suspend their judgment and even their prejudices; it can provoke laughter or smiles, not reflection.

How to Use PathosUsing Humor cont.Similarly, it's possible to make a

point through humor that might not work in more sober writing.

The writer or speaker can use hu-mor to deal with especially sensitive issues. For instance, politicians use humor to admit problems or mistakes they couldn't ac-knowledge in any other way.

How to Use PathosUsing Humor cont.Not all humor is well-intentioned.

◦ Ridicule—humor aimed at a particular target—is one of the most powerful forms of emotional ar-gument.

◦ But ridicule is a two edged sword that requires a deft hand to wield it.

Humor that reflects bad taste discredits a writer completely, as does ridicule that misses its mark.

Unless your target deserves assault and you can be very funny, it's usually better to steer clear of humor.

Using Arguments Based on EmotionIt is a good idea to spend some time early in

your writing or designing process thinking about how you want readers to feel as they consider your persuasive claims.

Also consider the effect the story can have on readers.

Remember, we can use human-interest stories to give presence to issues or arguments.

We can also use a particular incident to evoke sympathy, understanding, outrage, or amusement.

Either way…tell an honest story.

Homework Due Thursday, January 8, 2015Go to the class website to read about

pathos and humor.Go to the internet to complete the following

assignment:◦ Find up to two (2) advertisements, cartoons,

pictures, etc. (Bring copies to present to the class.)

◦ Identify the subject of your find◦ Identify the targeted audience◦ Analyze the emotional appeals.

In addition, try to answer this question in your analysis: “How do the appeals connect to the subject or target audience?”

Works Cited

Lunsford, Andrea, John Ruszkiewicz, and Keith Walters. Everything's an Argument With Readings. 5th ed. Boston: Bedford/St. Martins, 2010. Print.