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 ...

The logical triangle and its relation to persuasive techniques in advertising 2,000 years ago, in the Rhetoric, Aristotle detailed the three modes of persuasive argument: ethos, logos, and pathos. He ...

Though it may be the particular purview of philosophers and Vulcans, we all use logic to find some semblance of objective truth. Most people like to think of themselves as reasonable beings, so a ...