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 ...

Through planned advertising, a small business can use products to persuade consumers to buy. The trick is to find products that have a motivating meaning to consumers. The meaning of a product can ...

Persuasive techniques in advertising play on the audience’s existing beliefs the same way propaganda does. We’ll see more examples of that in the other forms of argument. Pathos Instead of relying on ...

Every four years, U.S. presidential campaigns collectively spend billions of dollars flooding TV screens across the country with political ads. But a new study co-authored by Yale political scientist ...

Every four years, U.S. presidential campaigns collectively spend billions of dollars flooding TV screens across the country with political ads. But a new study shows that, regardless of content, ...