Pathos

Pathos is all about the emotion of the audience "Appeals to the emotions & passions are very effective & are very common in our society,"  I think this quote is important because many people base things off of appeal.  If a commercial comes on & shows sick abandoned dogs, you can't help it but feel bad for them.  Pathos is used by many commercials & advertisement companies.  It is also used by many dictators like in the John Edlund's article "Three ways to persuade" (12) he talks about how Hitler used pathos so the Germans could go against the Jews & which led o the Holocaust.  This article mostly using pathos for violence but I believe you can use pathos in other situations other than violence, such as getting someone to buy my hair product if I sell hair straighteners I can tell my customers how the straighteners has negative ions which allows all your natural oils in your hair moisturize it.  I can tell them how its the best straighter out their & how they need to buy it to feel ten times better about themselves.  I don't know if you caught on but if you add a little bit of lie to the truth the customer will want to buy it because she is going to start thinking about how great she will feel after she does her hair which will make her want to buy my product. 

Pathos is many used to make people feel a certain way in order to get the to do what you want.