Pathos is an appeal to emotions, values, desires, and hopes, on the one hand, or fears and prejudices, on the other. Although an argument that appeals exclusively to the emotions is by definition weak—it’s generally propagandistic in purpose and more polemical than persuasive—an effective speaker or writer understands the power of evoking an audience’s emotions by using such tools as figurative language, personal anecdotes, and vivid images.
Lou Gehrig uses the informal first person (I) quite naturally, which reinforces the friendly sense that this is a guy who is speaking on no one’s behalf but his own. He also chooses words with strong positive connotations: grand, greatest, wonderful, honored, blessing. He uses one image—tower of strength—that may not seem very original but strikes the right note. It is a well-known description that his audience understands—in fact, they probably have used it themselves. But, of course, the most striking appeal to pathos is the poignant contrast between Gehrig’s horrible diagnosis and his public display of courage.
Let’s look at a more direct example of pathos. As a vice-presidential candidate, Richard Nixon gave a speech in 1952 defending himself against allegations of inappropriate use of campaign funds. In it, he related this anecdote, which is the reason that the speech will forever be known as “the Checkers speech”:
from The Checkers Speech
Richard Nixon
One other thing I probably should tell you, because if I don’t they’ll probably be saying this about me, too. We did get something, a gift, after the election. A man down in Texas heard Pat [Nixon’s wife] on the radio mention the fact that our two youngsters would like to have a dog. And believe it or not, the day before we left on this campaign trip we got a message from Union Station in Baltimore, saying they had a package for us. We went down to get it. You know what it was? It was a little cocker spaniel dog in a crate that he’d sent all the way from Texas, black and white, spotted. And our little girl Tricia, the six-year-old, named it “Checkers.” And you know, the kids, like all kids, love the dog, and I just want to say this, right now, that regardless of what they say about it, we’re gonna keep it.
(1952)
This example of pathos tugs at every possible heartstring: puppies, children, warm paternal feelings, the excitement of getting a surprise package. All of these images fill us with empathetic feelings toward Nixon: our emotions are engaged far more than our reason. Despite never truly addressing the campaign funds issue, Nixon’s speech was a profound success with voters, who sent enough dog food to feed Checkers for a year! And yet, history has come to view this part of the speech as baldly manipulative.