Pathos represents an appeal to the emotions of an audience.
An emotional appeal uses the manipulation of the emotions rather than valid logic to win an argument.
3 different emotions that adverts commonly use to provoke and gain attention from viewers are:
1. Happy - Companies want to be associated with smiling, laughing, happy customers, and positivity has been shown to increase sharing and engagement.
2. Sad - Companies have recognized the popularity of emotional content, more and more companies have focused on creating inspirational and moving ads.
3. Afraid/Fear - A lot of scare-advertising tactics can be seen in commercials to prevent drunk driving and cigarette smoking.