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That is, if in fact Environmentalist X (from our previous example) is sincere and her

information is "true," then people probably should empathize with the struggling
animals and help them out. The same would apply for the needy children.

Problems with Pathos
Persuading by emotion can leave much to be desired both in the audience and

communicator. Effective communicators must understand that sincere and ethical

uses of pathos should be well-balanced with logos (and possibly ethos). This is true
first because most people will become reasonably suspect of rhetoric that seems

focused on energizing their emotions. That is, too much pathos could (quite rightly)

make you seem unreliable. Second, if people are too emotionally charged, then they
often are incapable of the kind complex thought patterns necessary for professional

agreements and situations. For example, when engaged in negotiation sessions you

would probably be better off trying to manage emotion than you would be trying to
energize it.

Pathos has many questionable applications. For example, propaganda and
advertisements love to rely on pathos because it makes it difficult for people to think

rationally and can shield people from the logical truth of a matter. Consider our

previous example about cigarettes—is it really wise to associate pleasure with a
dangerous and possibly deadly product such as cigarettes? Often pathos is exploited

at the expense of truth and honesty.

Pathos in the Business World

There is a time and place for most types of persuasion and this includes pathos. The
ability to induce empathy in those around you is a valuable communication tool and

necessary for many types of communication. It helps you get your point across, and

it can make you a more effective manager, salesperson, employee, and
businessperson.

TX Marketing II: Negotiation Techniques 18