Answer:
The Greek word páthos means "experience, misfortune, emotion, condition,” and comes from Greek path-, meaning “experience, undergo, suffer.” In English, pathos usually refers to the element in an experience or in an artistic work that makes us feel compassion, pity, or sympathy.
Advertisers often use pathos to appeal to an audience's emotions, like making them feel sorry for their subject. They might also make their audience feel angry towards something, so that they're motivated to take action. Or they might make them laugh. That's all pathos.