Pathos

Pathos - http://en.wiktionary.org/wiki/pathos

e.g "Wrecking Ball"

"That quality or property of anything which touches the feelings or excites emotions and passions, especially, that which awakens tender emotions, such as pity, sorrow, and the like; contagious warmth of feeling, action, or expression; pathetic quality"

• (rhetoric) A writer's attempt to persuade an audience through appeals involving the use of strong emotions not strictly limited to pity.
• (literature) An author's attempt to evoke a feeling of pity or sympathetic sorrow for a character.
• (theology, philosophy) In theology and existentialist ethics following Kierkegaard and Heidegger, a deep and abiding commitment of the heart, as in the notion of "finding your passion" as an important aspect of a fully lived, engaged life.

Rhetoric is the art of discourse, an art that aims to improve the capability of writers or speakers that attempt to inform, persuade, or motivate particular audiences in specific situations

The three modes of persuasion:

Pathos represents an appeal to the audience's emotions. Pathos is a communication technique used most often in rhetoric (where it is considered one of the three modes of persuasion, alongside ethos and logos), and in literature, film and other narrative art.

Ethos is a Greek word meaning "character" that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology.

Logos is logical appeal or the simulation of it, and the term logic is derived from it. It is normally used to describe facts and figures that support the speaker's claims or thesis. Having a logos appeal also enhances ethos because information makes the speaker look knowledgeable and prepared to his or her audience.