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 ...

Effectiveness and persuasiveness of ads are closely linked. While you often have different goals with ads, the general intent of each is to persuade customers to think, feel or act in a certain way ...

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 ...

In the ever-evolving marketing landscape, where attention spans are short and competition is fierce, one element remains timeless: persuasion. From traditional billboards to TikTok ads, the ability to ...

This is a preview. Log in through your library . Abstract Advertising can be regarded as having two separate functions, one of persuading and one of informing consumers. Against some who claim that ...