Pathos
What is Pathos?
Pathos is the rhetorical appeal that, according to Warren and Fassett in their book Communication: A Critical/Cultural Introduction, depends on the appeals of listeners’ emotions. This rhetorical appeal uses methods of persuasion and compassion to achieve an emotional response from the audience. Pathos is widely used in campaign advertisements such as commercials attempting to prevent animal abuse.
Pathos & Animal Cruelty
“It has been argued that, while nonhuman animals certainly act as if they feel pain, there is no good reason to think that they actually do” (Carter). This attitude about animal cruelty has sent many campaigns such as BC SPCA into upheavals in which they persuade viewers to take their side. These campaigns create animal cruelty commercials that consist of empathy and melancholy music. Their goal is to define animal cruelty “as nonaccidental, socially unacceptable behavior that causes pain, suffering or distress to and/or the death of an animal” (Ascione and Shapiro).
Example of a pathos appeal & animal cruelty
References
Ascione, F. (2009). People and Animals, Kindness and Cruelty: Research Directions and Policy Implications. Journal Of Social Issues, 65(3), 569-587.
British Columbia Society for the Prevention of Cruelty to Animals. “Sarah McLachlan: Angel.” Online video clip. YouTube. YouTube, 3 Oct. 2006. Web. 28 Apr. 2013.
Carter, A. (2005). Animals, Pain and Morality. Journal of Applied Philosophy, 22: 17–22.
British Columbia Society for the Prevention of Cruelty to Animals. “Sarah McLachlan: Angel.” Online video clip. YouTube. YouTube, 3 Oct. 2006. Web. 28 Apr. 2013.
Carter, A. (2005). Animals, Pain and Morality. Journal of Applied Philosophy, 22: 17–22.