The characteristics of organizational vision statements have been discussed by many previous studies. The literature seems to assert that the content of a strong organizational vision should principally include emotional persuasion. However, as far as we know, this claim has remained untested to a large extent. Therefore, this study investigated whether or not organizational visions are largely composed of pathos rhetoric. To examine this, 365 vision statements on the web sites of the largest 1000 Turkish companies according to 2012 data were analyzed rhetorically and statistically. (C) 2014 The Authors. Published by Elsevier Ltd.