Which term refers to an appeal to emotions in a persuasive context?

The term that refers to an appeal to emotions in a persuasive context is pathos. This rhetorical device is used to connect with an audience on an emotional level, evoking feelings that can influence their attitudes, beliefs, or actions. By tapping into emotions such as fear, joy, sadness, or anger, a speaker or writer can create a more compelling argument that resonates with the audience's experiences and feelings.

For example, in a speech aimed at promoting a charitable cause, an orator might share a personal story that highlights the struggles faced by those the charity helps, aiming to evoke compassion and motivate the audience to act. This emotional engagement makes pathos a powerful tool in persuasion, as it goes beyond mere facts or logical reasoning to sway opinions and inspire action.