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.
So, the answer is PATHOS, an appeal to emotions.
