Pathos
Sixth Rule of Rhetoric: Feeling Some Kind of Way
pages 87 - 104, on the Social Construction of Emotions
Emotional appeals (Aristotle used the word pathos) are the form of arguments we encounter most often. Advertisements, for example, are almost always trying to push someone's buttons. If a given ad isn't aimed at you, you might notice what they are doing but if you are their target demographic, you might just feel what they want you to feel without noticing it happening. This isn't necessarily a bad thing. But knowing it can happen and paying attention are good things.
Below are some ads designed to push buttons.
Pick two to analyze: Which buttons does each push and how do they do it? Find a third on your own and analyze it in the same way.