When writers use an emotional appeal (pathos, or “suffering” in Greek), they appeal to the reader’s heart. They choose language, facts, quotations, examples, and images that evoke emotional responses. Of course, convincing writing does touch readers’ hearts as well as their minds. Without this heartfelt tug, a strict logical appeal may seem cold and dehumanized.

Example: If a writer opposed hunting seals for their fur, he might combine statistics about the number of seals killed each year and the overall population decrease with a vivid description of baby seals being slaughtered.

Some writers use emotional words and sentimental examples to manipulate readers — to arouse their sympathy, pity, or anger in order to convert them without much logical evidence — but dishonest emotional appeals may alienate readers.

Example: Instead of basing an argument against a political candidate on pitiful images of scrawny children living in roach-infested squalor, a good writer would report the candidate’s voting record on issues that affect children.