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 ...

Persuasion knowledge refers to consumers’ awareness and understanding of the tactics, intentions and strategies employed by advertisers to influence attitudes and behaviour. Rooted in cognitive and ...