There are several communication techniques used in rhetoric and literature when it comes to appealing to the audience.
Ethos is when the speaker appeals to the audience by way of using ethics;
Logos is when the speaker appeals to the audience by way of using logic, and persuading them by reason;
Pathos is when the speaker appeals to the audience by way of using emotions, manipulating them by making an argument personal, which will appeal to their emotions - which is the case here - he is appealing to their sense of camaraderie.
