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 ...

Through planned advertising, a small business can use products to persuade consumers to buy. The trick is to find products that have a motivating meaning to consumers. The meaning of a product can ...

What makes a political ad effective? Are positive campaign ads better than negative ones? Should ads be more or less pushy? According to new research, the answer to all of these questions is a ...

Persuasion is one of the first skills that I didn’t realize I was honing as I entered the workforce after college. I can trace it back to one of my first jobs in the sales department of Neiman Marcus.