Like all good things in life, some would say that copywriting has its roots in ancient Greece. Namely, Aristotle's model of persuasion, the narrative that he conceived as a way of having a conversation that will change other people's opinion - today is used for promotional and marketing purposes. Hence the idea to deal with this topic a little more, explore the roots and convey it with concrete examples. Let's start with the rhetoric Before I explain Aristotle's forerunner of copywriting, I can't help but mention the rhetoric from which it all stemmed. The art of persuasion through picturesque oral or written expression, originated in ancient Greece as a theory of beautiful oratory. Aristotle himself defined rhetoric as " the ability to perceive in any given case the available means of persuasion " - sound familiar? Everything we do today and whatever tools of communication we use, is based on repeating long-established rules and guidelines of "some" Greek sages and philosophers known as sophists .
What is Aristotle's model of persuasion and what does it refer to? Giving a memorable speech means saying the right thing, at the right time, and in the right place. Max Atkinson If we know that speech be it in ancient Greece or today consists of the speaker, the audience and the Malaysia Phone Number Data speech itself, each of Aristotle's elements is intended for each of the roles of speech. The rules that were established then are still seen today in modern marketing and advertising. Here's how. Basically, Aristotle singled out three main elements of persuasion as: Ethos – appeal to authority or credibility, that is, persuasion based on the audience's impression of the speaker himself after hearing the arguments; Pathos – appealing to emotions, that is, persuasion based on emotions expressed by the audience after listening to the speaker's argument; Logos - appeal to logic, that is, persuasion based on arguments presented to the audience.
Knowing this model of persuasion helps that everything we do: the messages we send, the texts we write, the advertisements we create, has the expected effect and results without, at the same time, crossing that fine line that turns persuasion into manipulation . Ethos An element of persuasion that attracts the audience by highlighting the credibility and authority of the speaker himself. The goal is to convince the audience through the credibility of the speaker making the argument. Translated into today's world, these are advertisements that inspire confidence in the person presenting or promise the success of the offer they are presenting. Examples of advertisements based on the Ethos element: Jennifer Aniston and Smart Water or Rihanna and Fenty Beauty, where obviously a big emphasis if not the biggest is placed on the person in front of the message brand.
