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Pathos appeals to the emotions of the audience and elicits feeling that already reside in them.

Pathos, commonly referred to in literature, is also used in politics and advertisement. The primary objective generally found in speech or media is to persuade the audience towards the intended agenda.

In Rhetoric, Aristotle identifies three artistic modes of persuasion, one of which is awaken emotion (pathos) in the audience so as to induce them to make the judgement desired.

Emotional appeal can be accomplished in many ways, such as the following: by metaphor or story telling, commonly known as a hook, by passion in delivery of a speech or writing and by personal antecedent.