Consider a young person who wishes he had the athletic skill to make the track team, and spends his allowance on an energy bar each day in trying to make that dream come true. It is disappointing to know that some companies mislead impressionable consumers in this way.

The example describes a young person’s hopes and disappointment, inviting readers to feel sympathy and concern about companies that exploit those hopes. That emotional response is an appeal to the reader’s emotions, not primarily to logic or the writer’s credibility.

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