The Importance Of Pathos In Advertising

These ads are using an advertising strategies of appeal to the reader's pathos.Pathos is an “appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response”( ) . The setting of this advertisement is very emotional and it evokes a lot of feelings because of the two very disturbing images and you have people just giving them a ‘thumbs up”. The background of both of these pictures is that it both have citizens being affected by the war that their country is going through. Most wars are undergoing throughout Africa and Middle eastern. In today's society, not a lot of people and pay attention to these horrific events that take place in certain parts of the world. And for most people when they do hear
about it, it’s always though social media like facebook. That’s the best part about social media is that people gets to see what’s going on in the world today. However, for most people maybe all people, the only thing that they do is “like” or gives it a “thumbs up”to the picture that they see, but are not making change about it. That’s why in both of the poster, it says, “Liking isn’t helping.” They are trying to create a sense of shame in the consumer, so that they can feel the need to do more than just “like” the picture.