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 ...

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 ...

Republicans are good at logos. In the great debates about almost every issue, conservatives have the facts on their side. The problem is that large segments of humanity are moved far more by ethos and ...

If you’re in college, chances are you have written a rhetorical analysis of a piece of writing before. Analyzing the tools authors use to influence their audience is a common assignment in most ...