http://www.youtube.com/watch?v=sw_0a54S8po
This political advertisement from Governor Jerry Brown in regards to his opponent Meg Whitman, is a perfect example of using Pathos in an ad.
In this video, clips from both Governor Arnold Schwarzenegger and Whitman are shown. Interestingly enough, these clips show the two saying the exact same thing, only at different times.
I believe that this appeals to an audience that dislikes the work that Schwarzenegger has done as California's governor.
This advertisement builds fear into the viewer that Whitman will only follow in the footsteps of Schwarzenegger.
It flashes back and forth between the two repeating exact lines. Emotionally, this leads you to believe that the two have similar beliefs and outlooks.
With Schwarzenegger's building criticism today, it's easy to see why Brown would choose to scare viewers into thinking that Whitman would only repeat the choices of Schwarzenegger.
By using this technique of fear in pathos, one can easily note the clear distinction Brown makes between himself and Whitman.
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