If you want to get at the roots of contemporary advertising, you may need to go back about 2,000 years. It was Aristotle who first coined the three artistic proofs that are at heart of rhetoric and ...

Advertisements can humor you, frighten you, delight you or incense you, but if you want to move someone based on logic and reason, your ad had better contain a rational appeal using facts, data and ...

One of my all-time favorite posts on the Social Media Contractors blog is by one of our editors, Catherine: Me Talk Witty One Day: The Art of Social Media Rhetoric. First of all, I think it’s spot on, ...

Persuasive writing uses words to convince the reader to listen or to act. Great business writers use persuasive writing in proposals, articles, newsletters, memos, emails, requests for meetings, ...

Aristotle and later Cicero wrote about argument being composed of logos, ethos and pathos. Most people know the “logos” as logic and “pathos” as emotion (easy to remember because of words such as ...