Aristotle and later Cicero wrote about argument being composed of logos, ethos and pathos. Most people know the “logos” as logic and “pathos” as emotion (easy to remember because of words such as ...

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 ...

David is a best-selling author, speaker and trainer. He is also CEO of IPD, a world-class marketing agency based in Tampa, Florida. I have been a business owner for more than half of my life now and a ...