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 ...

Statue of Aristotle at the Athens Academy in Greece.. Photo: Getty Images What does a man born in 384 BCE have to teach the modern writer? A lot. When I teach persuasive writing, participants are ...

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 ...

While teaching a class on intelligence and analysis last year, I asked my graduate students why the media’s shocking picture of the drowned Syrian boy seemed to have such an incredible effect on ...

The more certain people are of their opinions, the more likely they are to act. by Zakary L. Tormala and Derek D. Rucker Certainty profoundly shapes our behavior. The more certain we are of a ...

Opinions expressed by Entrepreneur contributors are their own. Thousands of years ago, a guy named Aristotle had lots of ideas about everything from religion and ethics to medicine and science. He ...

Anyone who’s shed a tear (or a thousand) during Sarah McLachlan’s ASPCA commercial knows that as much as we might like to think of ourselves as purely logical beings, we’re often driven by our ...

Dale Carnegie once noted that the only way to get someone to do something is to get that person to want to do something. Thus all persuasion is ultimately self-persuasion. Even if I put a gun to your ...

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 ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In the ever-evolving marketing landscape, where attention spans are short and competition is ...