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 ...

From infomercials to political canvassing to appeals for coveted roles, the most compelling rhetoric uses a mix of ethos, pathos, and logos. These techniques encompass a wide spectrum of human ...

If there's anything that small-business owners have no patience for, it's a mystery. They know their primary objective for their product or service is to "get noticed." They've been reading and ...