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 ...

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 ...

You've probably seen the National Highway Traffic Safety Administration ads on drunken driving, advising motorists to "drive sober or get pulled over." You may have seen ads from Drop It and Drive, a ...

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, ...