2.  Aristotle ( 384-322 BCE ) is the most notable product of the educational program devised by Plato. Aristotle wrote on an amazing range of subjects, from logic, philosophy, and ethics to physics, biology, psychology, politics, and rhetoric.

3.  Rhetoric is the art of persuasion.  The goal of persuasion is to change others’ point of view or to move others to take action.

4.  Persuasion is widely used in advertisements.  Three types of persuasive appeals: Ethos Pathos Logos  Many advertisers use a combination of persuasive appeals when trying to sell a product or cause

5.  The ethical appeal, means to convince an audience of the author’s credibility or character.  An author would use ethos to show to his audience that he is a credible source and is worth listening to.  An author would make himself sound fair or unbiased, introducing his expertise or pedigree.

6.  Product: George Foreman and his Grilling Machine  Repertoire: Boxing Champ and a Preacher  Why is George Foreman credible?

8.  Gamefly Gamefly  McDonalds McDonalds

9.  The emotional appeal, means to persuade an audience by appealing to their emotions.  Authors use pathos to invoke sympathy from an audience; to make the audience feel what the author wants them to feel.  Pathos can also inspire excitement, happiness, the need to feel attractive or anger from an audience, encouraging them to take action.

11.  Google Google  Old Spice Old Spice  Honda Honda

12.  The appeal to the intellect.  The audience relies on reasoning (logic) and facts to make its decision. Numbers, polls and statistics are also examples of the persuasive use of logic.  Tells the audience exactly what the product does, how it works, what it is used for.

14.  Epiduo Epiduo  Restasis Restasis

15. Dear Guest, The Acme Family of Brands is committed to conserving our country’s natural resources. Every day, tons of detergent and millions of gallons of water are used to wash towels which have only been used once. Here’s how you can help:  A towel on the rack means “I’ll use it again”  A towel on the floor means “Please exchange”

16.  Ethos: Acme Family Brand  Logos: tons of detergent, millions of gallons of water  Pathos: conserving our country’s natural resources, Here’s how you can help

17.  Brave Heart Brave Heart  Pursuit of Happyness and John Q Pursuit of Happyness and John Q