What does 'Pathos' refer to in persuasive communication?

In persuasive communication, 'Pathos' refers to emotional proofs that appeal to the audience's feelings and emotions. This concept is part of Aristotle's rhetorical appeals, which also include ethos (ethical credibility) and logos (logical arguments). By effectively utilizing pathos, a communicator can connect with the audience on a personal level, evoke empathy, and stimulate an emotional response that can significantly influence their opinions and decisions.

Using pathos allows the speaker or writer to align their message with the audience's values, beliefs, and emotional states, which can be a powerful tool in persuading them to take a specific action or adopt a view. For instance, a charity organization appealing for donations might share moving stories of individuals in need to create a sense of urgency and compassion.

The other options revolve around different forms of persuasive techniques; logical arguments pertain to logos, while consistency and ethical proofs relate to different elements of effective communication, but none capture the essence of emotional appeal represented by pathos.