This chapter is solely based on using pathos, or emotion, as the focus of a visual argument. Using emotional appeal can be one of the most successful ways of swaying a target audience to feel a certain way and thus, the product or message sticks with them because of the powerful affect. Advertisers can play off our strengths or our vulnerabilities and make us yearn for something in return. The chapter talks about how these things stick with us because of the ability to send a "chill down your spine" just by one simple image. Emotional tactics are very persuasive, especially in the area of politics. Pathos-driven advertisements by candidates can make others in the run look scary or inept and use that to push audiences a certain way. By using pathos, advertisers can also paint a picture in a consumer's mind and make them more passionate about it. Many emotions, such as sadness or anger, can have a very large impact on the audience, but this chapter also makes a note that sometimes overwhelming pathos can make consumers or audiences uncomfortable. Due in part to this, advertisers are careful in selecting what emotion they are primarily trying to convey or trigger. In addition to these emotions, humor is also mentioned as an effective pathos which can ease the situation, or make it seem more amicable and relateable.
In this chapter, I found the section on Barack Obama most interesting. The book talks about how Obama uses one emotion-hope-as the push for his entire campaign. The pathos used was extremely effective in giving him a certain image that stuck with viewers all throughout the campaign. The way they portrayed him, using hope as the main focus, made him seem like a beacon of light to the otherwise dull future. He was even depicted on the cover of Rolling Stone magazine, standing strong with glimmering light around him, signifying hope and in turn, giving off this strong emotion made him a powerful figure in the running.
