Persuasion in TV, billboard, magazine and other ads
"The goal of advertising is to persuade. First described by Aristotle 2,500 years ago, the three primary rhetorical principles or strategies of persuasion employed by advertisers today are ethos -- persuasion appeals to credibility or trust, logos -- appeals to logic, and pathos -- appeals to emotions."
- George Boykin, Examples of Different Kinds of Persuasion in Advertising
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