understanding of an argument. Campbell, by drawing on the theories of rhetoricians before him, drew up a contemporary view of pathos that incorporates the psychological aspect of emotional appeal. Pathos in politics Pathos has its hand in politics as well, primarily in speech and how to persuade the audience. Mshvenieradze states that "Pathos is directly linked with an audience. Audience is a collective subject of speakers on which an orator tries to impact by own argumentation." Similarly to how Aristotle discusses how to effectively utilize pathos in rhetoric, the way in which one appeals to the reader is similar in appealing to an audience of voters. In the case of politics and politicians, it is primarily more in argumentative writing and speaking. In Book II of Aristotle's writing's in Rhetoric, in essence knowing people's emotions helps to enable one to act with words versus writing alone, to earn another's credibility and faith. As Aristotle's teachings expanded, many other groups of thinkers would go on to adopt different variations of political usage with the elements of pathos involved, which includes groups such as the Epicureans and Stoics. Pathos in advertising The contemporary landscape for advertising is highly competitive due to the sheer amount of marketing done by companies. Pathos has become a popular tool to draw consumers in as it targets their emotional side. Studies show that emotion influences people's information processing and decision-making, making pathos a perfect tool for persuading consumers to buy goods and services. In this digital age, "designers must go beyond aesthetics and industrial feasibility to integrate the aspect of 'emotional awareness'". Companies today contain current culture references in their advertisement and oftentimes strive to make the audience feel involved. In other words, it is not enough to have a pleasant looking advertisement; corporations may have to use additional design methods to persuade and gain consumers to buy their products. For example, this type of advertising is exemplified in large food brands such as Presidents Choice's "Eat Together" campaign (2017), and Coca-Cola's "Open-happiness" campaign (2009). One of the most well known examples of pathos in advertising is the SPCA commercials with pictures of stray dogs with sad music. Pathos in research Pathos can also be also used in credited medical journals, research and other academic pieces of writing. The goal is to appeal to the readers' emotion while maintaining the necessary requirements of the medical discourse community.