Aristotle writes that persuasion is based on three things: the ethos, or personal character of the speaker; the pathos, or getting the audience into the right kind of emotional receptivity; and the logos, or the argument itself, carried out by abbreviated syllogisms, or something like deductive syllogisms, and by the use of example.
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Chapter Two, History Of Propaganda, p. 47Randal Marlin
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Marlin, Randal
Marlowe, Christopher
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