Pathos
In our rhetoric textbook, Writing Arguments, Ramage, Bean, and Johnson define "pathos" as follows:
PATHOS (Greek for "suffering" or "experience") focuses attention on the values and beliefs of the intended audience. It is often associated with emotional appeal. But pathos appeals more specifically to an audience's imaginative sympathies - their capacity to feel and see what the writer feels and sees. Thus, when we turn the abstractions of logical discourse into a tangible and immediate story, we are making a pathetic appeal. Whereas appeals to logos and ethos can further an audience's intellectual assent to our claim, appeals to pathos engage the imagination and feelings, moving the audience to a deeper appreciation of the argument's significance. (61)