Aristotle categorized argumentative appeals into three types: emotional appeals that speak to our hearts and values (known to the ancient Greeks as pathos), ethical appeals that appeal to character (ethos), and logical appeals that involve factual information and evidence (logos).

Emotional appeals stir our emotions and remind us of deeply held values. When politicians argue that the country needs more tax relief, they almost always use examples of one or more families they have met, stressing the concrete ways in which a tax cut would improve the quality of their lives. Doing so creates a strong emotional appeal. Some have criticized the use of emotional appeals in argument, claiming that they are a form of manipulation intended to mislead an audience. But emotional appeals are an important part of almost every argument. Critical readers “talk back” to such appeals by analyzing them, deciding which are acceptable and which are not.

Sample: An emotional appeal

The following photo shows gun-rights advocates rallying in Boston. To what emotions are the protesters appealing here? Do you find this appeal effective, manipulative, or both? Would you accept this argument? On what grounds would you accept or reject it?

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For Multilingual Writers: Recognizing Appeals in Various Settings