Using Language to Influence Behavior

This paper analyzes Aristotle’s The Rhetoric and summarizes what rhetorical theory is and applies those conditions to persuasive writing, specifically marketing and advertising.

This paper discusses rhetorical arguments as set forth by Aristotle. Also discussed is the writing of Toulmin as it applies to Aristotelian logic. The author presents various criteria necessary in rhetorical argument.
Advertising and public relations are part of everyday life. Commonly, the messages these trades convey intend to persuade and influence human behavior. This intent does not happen by accident. Public relations and advertising rely on words and meaningful symbols to communicate with various publics. In order to assure success in arguing for causes, products, or even persons, it becomes imperative for the speaker to understand theoretical foundations of persuasion and form arguments with human responses and attitudes in mind. By paying close attention to rhetorical theory, principles of human behavior, and language manipulation, relating to the public becomes an easily managed process. When presented correctly, rhetorical arguments can elicit certain reactions and behaviors by the public.