Lessons in Business Writing from Aristotle

In a blog post for Avenue Right, I suggested looking to the rhetorical appeals as defined by Aristotle as a way to develop advertising content that resonates with a target audience.

I won’t regurgitate the full post, but what I did want to highlight here is how ethos, pathos, and/or logos should be used in any marketing materials or business communications to present a solid and persuasive argument.

  • Ethos refers to the appeal of the speaker’s character or authority. A good example of ethos in advertising is celebrity endorsements.
  • Pathos appeals to the audience’s emotions. It can be used to convey feelings of confidence and integrity in a brand, or to inspire a feeling or emotion that brings about the desired action.
  • Logos is logical appeal. This persuasive strategy is usually marked by facts, figures, and data.

If you’re interested in the full post on advertising content strategy, check it out here.


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