Anyone who’s shed a tear (or a thousand) during Sarah McLachlan’s ASPCA commercial knows that as much as we might like to think of ourselves as purely logical beings, we’re often driven by our ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In the ever-evolving marketing landscape, where attention spans are short and competition is ...

For Aristotle, the rhetorical art (technê) aims to persuade the audience through speech (logos) (1354a13-14). In order to persuade, the speaker must consider how the audience will receive his logos.