Emotional appeal can be accomplished in a multitude of ways:
By metaphor or story telling, common as a hook ,
By a general passion in the delivery and an overall amount of emotional items in the text of the speech, or in writing.
In rhetoric, pathos is the use of emotional appeals to alter the audience's judgment. A common use of pathos in argument is creating a sense of rejection if the audience doesn't agree. Creating a fear of rejection is in essence, creating a pathos argument.
Many refer to Pathos as the "band-wagon" appeal, or trying to convince the audience to join in on the speaker's belief. By making the statement in a way that cannot be argued, the audience feels driven to believe the speaker's opinion as a fact, thus joining the speaker in belief as it being a commonly accepted idea. This is a major theme used in any form of propaganda.
Definition: to give two or more parts of the sentences a similar form so as to give the whole a definite pattern
Example: “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the Season of Darkness, it was the spring of hope, it was the winter of despair.