“A speaker who is attempting to move people to thought or action must concern himself with pathos.” – Aristotle
When it comes to persuasion, emotions, trust, and reason all play a part. These three forces—known as pathos, ethos, and logos—were first introduced by the Greek philosopher Aristotle. Today, they’re still widely used in writing and advertising. Ethos builds credibility by showing why someone should be trusted. Logos appeals to logic, using facts and clear reasoning. Pathos tugs at the heart, stirring feelings like joy, sorrow, or hope to make a message more powerful.
This blog post explores what pathos means, how it works, and why it matters. It also looks at the roots of pathos in ancient rhetoric and how emotional storytelling still shapes the way we write and speak today. From Shakespeare’s plays to political discourses and ad campaigns, real-world examples show how emotion can make ideas stick. When used well, pathos can turn simple messages into something that moves people to think, feel, and act.
Using Pathos to Evoke Pity: Key Takeaways
- Ethos, Logos, and Pathos are powerful tools to persuade. Introduced by Aristotle, these three appeals—ethos (credibility), logos (logic), and pathos (emotion)—are widely used in writing and ads today to influence audiences.
- Pathos connects through emotion. It works by tapping into feelings like joy, sadness, or anger to make messages more relatable and memorable. Pathos is especially powerful in storytelling, imagery, and language that moves people.
- Examples of pathos show its impact. From Shakespeare and Jane Austen to Martin Luther King Jr. and modern ads, emotional or sentimental appeal is used to stir action, inspire empathy, or even shape opinions.
- A strong message blends all three appeals. Combining pathos with ethos and logos helps build trust, deliver facts, and touch the heart—leading to more persuasive and lasting communication.
Ethos, Logos, and Pathos: Definitions
Ethos, logos, and pathos are three powerful tools used to convince an audience. These concepts were introduced by Aristotle and are still used today in lectures, writing, advertisements, and more.
Ethos: Establishing Trust
Ethos is about showing the audience why they should trust the speaker or writer. It’s a way of establishing trust. A person uses ethos when they show their knowledge, experience, or qualifications. For example, a doctor talking about health issues is more trustworthy than someone with no medical background. Ethos can also come from using reliable sources, sounding professional, or sharing personal experience. A strong ethical appeal makes the audience believe the speaker is honest, fair, and has good character.
Logos: Logic and Reason
Logos appeals to the brain. It uses facts, statistics, and logical arguments to persuade. When a speaker lays out a clear, well-structured argument with solid evidence, they are using logos. Think of examples like citing data, explaining cause and effect, or comparing two similar ideas. Logos relies on facts—not feelings—and helps people see the reason behind a message. Good logos avoids logical fallacies in reasoning and sticks to clear, fair thinking.
Pathos: Emotion and Feeling
Pathos speaks to the heart. It tries to connect with the audience’s emotions—like happiness, sadness, anger, or hope. This method can be powerful, especially in stories, images, or language that sparks an emotional response. For example, an ad showing a lonely puppy in need of a home uses pathos to move people to act. However, using too much emotion without facts can weaken the argument and make it seem manipulative.
A strong message often uses a mix of ethos, logos, and pathos. When a speaker or writer builds trust, makes sense, and connects emotionally, the message is more likely to succeed. Whether it’s an article or a campaign, knowing how to balance these three rhetorical techniques can make communication much more effective.
Pathos: History & Origin
Pathos comes from the ancient Greek word páthos, which means emotion or feeling. The concept was first defined by the Greek philosopher Aristotle in his work Ars Rhetorica, where he outlined three key ways to convince an audience: ethos (credibility), logos (logic), and pathos (emotion). He called them the three modes of persuasion or “the appeals.”
Aristotle believed that to use pathos well, a speaker had to truly understand the audience. It wasn’t enough to simply elicit emotions like anger or sympathy. The speaker needed to know what kind of mindset the audience was in, who they might get emotional about, and why they feel that way. For example, if you want to make someone angry, you need to know what typically upsets them, who they usually get mad at, and the reasons behind it.
Aristotle saw pathos not just as stirring emotion, but as connecting deeply with the audience’s values and beliefs. When used thoughtfully, pathos can make a message more powerful and personal.
Pathos vs. Ethos and Logos
Pathos, ethos, and logos are three classic ways to convince an audience. While all three are important, pathos is often seen as the least solid of the three. That’s because it focuses on emotions—something many believe isn’t as “concrete” as facts or credentials.
Logos relies on logic. It uses facts, numbers, and reason to make a case. Ethos builds trust by showing the speaker is credible, often through qualifications, personal experience, or reputation. Compared to these, pathos might seem weaker because it tugs at the heart rather than the head.
But that doesn’t mean pathos is less powerful. Facts and credentials can be twisted or misused. On the other hand, a well-timed emotional or sentimental appeal can leave a lasting impact. Skilled speakers know how to use pathos to connect, inspire, and move people—not just convince them. When used well, emotions can be just as persuasive as logic or authority.
Recognizing Pathos in Writing
Pathos is all about making readers feel something. Whether you’re writing a novel, a speech, or a business memo, using emotion can help you engage with your audience in a powerful way. Writers often use vivid descriptions, personal stories, and thoughtful word choices to stir feelings like sympathy, anger, or hope.
You’ll know pathos is being used when a writer shares a personal story to make a larger point. For example, instead of only using data about the 2008 Recession, a writer might describe a family who lost their home. That personal touch can be far more moving than numbers alone.
Writers also use emotionally charged words. Think about how a gun is described. Calling it “a sleek, silver piece of sophisticated weaponry” feels very different from describing it as “a cold hunk of metal, dark and barbaric and ready to kill.” Both describe the same thing—but they trigger very different emotions.
From fiction and poetry to courtroom arguments and op-eds, pathos can be a powerful tool in any kind of writing. When you see a writer trying to connect through emotion, they’re using pathos to make their point hit home.
Pathos Examples
Pathos, or appeal to emotion, is a potent tool in writing, lectures, and advertising. It helps connect with audiences by tapping into their feelings—grief, joy, fear, or even laughter. Below are real-world examples that show how pathos is used across literature, speeches, and ads.
Pathos in Poetry
One of the most moving uses of pathos in poetry is Dylan Thomas’ “Do Not Go Gentle Into That Good Night.” In this poem, Thomas pleads with his father to fight against death. The recurring lines—”Do not go gentle into that good night” and “Rage, rage against the dying of the light”—are emotional appeals for strength and resistance. Through vivid images and repetition, the poet draws readers into his grief and desperation, making them feel the weight of his love and sorrow.
Pathos in Fiction and Literature
William Shakespeare’s Romeo and Juliet offers one of the best-known examples of emotional persuasion. In Juliet’s monologue, she pours her heart out about her forbidden love for Romeo, asking why his name must separate them. Her pain and longing pull the audience into the tragedy of two lovers divided by family feuds.
Another example comes from Jane Austen’s Pride and Prejudice. When George Wickham shares a dramatic tale about how Mr. Darcy wronged him, he uses personal storytelling to gain sympathy from Elizabeth Bennet. The story turns out to be misleading, but it effectively moves Elizabeth—and readers—toward a false impression, proving how powerful pathos can be even when used deceptively.
In The Scarlet Letter, Reverend Dimmesdale and Reverend Wilson try to convince Hester Prynne to name the father of her child by appealing to her conscience and compassion. Dimmesdale’s emotional voice and heartfelt delivery are meant to stir her feelings of duty and love, showing how pathos can be used to manipulate or persuade.
Pathos in Political Discourses
Emotional appeals are also strong in political discourses. Dr. King’s “I Have a Dream” address paints a powerful picture of unity and justice. When he talks about children of different races joining hands, it instills hope and a deep yearning for change.
President Barack Obama used pathos in his 2013 address on Syria by describing the horrific effects of chemical weapons. His vivid descriptions of victims, including children, stirred sadness and outrage to rally public support.
Similarly, President Ronald Reagan’s “Tear Down This Wall” speech called the Berlin Wall a “scar” and urged its removal. His words touched on pride, hope, and a shared identity by telling the crowd, “Every man is a Berliner.”
Pathos in Advertising
Pathos shines in advertisements where brands want to connect deeply with viewers. For instance, a Zillow commercialtells the story of a grieving father and son searching for a new home after the mother’s death. The emotional journey ends with them finding a house with a skylight so the boy can still see his “mother’s star.” This ad uses emotion to show Zillow as more than just a real estate site—it becomes a source of healing.
Coldwell Banker also uses pathos by showing a lonely dog finding a home. The ad has little to do with real estate details but makes viewers associate the brand with compassion and kindness.
PETA often relies on disturbing images and emotional narratives to evoke anger, sadness, or guilt about animal cruelty. These strong feelings bring attention to their cause and make their message unforgettable.
Even joy and humor can be effective. Coca-Cola uses animated polar bears to create a warm, fuzzy feeling of family and celebration. Heineken uses laughter and relatability. And Pringles surprises with a playful twist in tone, moving from humor to seriousness and back to fun—all to keep emotions high and memorable.
Evian taps into FOMO (fear of missing out) with cheerful, energetic commercials that suggest everyone is having fun—and you should be part of it, too.
From stirring poems to heartfelt ads, pathos works by connecting to our human emotions. Whether it’s sorrow, joy, fear, or nostalgia, appeal to emotion makes messages stick. Writers, speakers, and marketers use pathos to move hearts—and, often, to inspire action.
Wrap-up: What are Pathos, Ethos, and Logos
Pathos is all about emotion. It’s one of the three classic ways to persuade—alongside ethos and logos. While some may see pathos as less solid than facts or expertise, its power lies in its ability to move people. Whether it’s through a touching story, vivid words, or a heartfelt image, pathos helps create a human connection that facts alone often can’t. From Aristotle’s time to today’s speeches, stories, and ads, emotional or sentimental appeal has been used to inspire action, build understanding, or spark change. Pathos appears in literature, political discourses, and advertisements that make us laugh, cry, or think deeply. When used thoughtfully—and not manipulatively—it can make a message stick. The most persuasive communication often uses all three appeals. But it’s pathos that helps the audience not just understand an idea, but feel it. That feeling is what can turn words into impact.
Rhetorical Appeals: FAQs
1. What are pathos, ethos, and logos?
Pathos, ethos, and logos are the three main tools of persuasion introduced by Aristotle. Pathos appeals to emotion, ethos builds trust, and logos uses logic and facts to make a strong case.
2. Why are these appeals still important today?
They help speakers, writers, and marketers connect with their audience. When used well, these appeals make messages more powerful—whether you’re writing an article, giving a speech, or creating an ad.
3. What are some examples of pathos, logos, and ethos?
Pathos can be found in emotional ads or powerful discourses like Dr. King’s “I Have a Dream.” Logos appears in fact-based arguments using data or cause-effect reasoning. Ethos shows up when a speaker shares their expertise or uses trusted sources.
4. Can you use all three appeals at once?
Yes. The most persuasive messages often combine ethos, logos, and pathos. Together, they build trust, make sense, and connect emotionally.
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