Aristotle on Advertising: Rhetoric (the Good Kind!) for Writing and Communication Strategy

Mark N. Clemente, Writer & Communication Consultant

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9 Videos (31m)
    • Rhetoric for Writing & Communication Strategy: Introduction

    • Audience Analysis & Identification

    • Rhetorical Research & Messaging

    • Rhetorical Messaging Strategy #1: Building Believability

    • Rhetorical Messaging Strategy #2: Leveraging Logic

    • Rhetorical Messaging Strategy #3: Evoking Emotion

    • Arrangement & Outlining

    • Applied Rhetoric: Real-Life Reflections

    • Conclusion & Discussion of Class Project


About This Class

"Rhetoric” has gotten a bad name. Today, it refers only to misinformation, untruthful communications, or propaganda. But “classical rhetoric” is actually the study of effective writing and speaking—and it’s been around for more than 2,500 years since the time of Aristotle and ancient Greece. The tactics and strategies of classical rhetoric that are presented in this class are a powerful means of improving business communications, as well as general writing and presentation skills. It delivers practical and proven guidance of value to professionals in the "persuasion" businesses of advertising, sales, marketing, PR, fund-raising, lobbying, and law ... as well as to senior executives who want to better communicate with their employees and stakeholders.The class is based on the author's business eBook, "Winning Through the Art of Words," which is offered as supporting course material.


2 of 2 students recommendSee All

Great course to understand quickly what Rhetoric is - and how to apply it in any type of communications. I have added this in my toolkit.





Mark N. Clemente

Writer & Communication Consultant

Mark N. Clemente, MA has more than 35 years’ experience as a writer, communication consultant, and corporate trainer. An award-winning writer, he is the author of five books and dozens of journal articles and research studies on business communication.

Mark has served as a senior writer and strategist in the advertising and PR units of the renowned communications agency, Ogilvy & Mather. He has also held senior communication positions with such firms as Alexander & Alexander Cons...

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