Rhetorical Triangle

Rhetoric is the language we use to persuade other people (to do something, believe something, buy something, use something.

The rhetorical triangle is a concept created by Aristotle to explain the three basic audience appeals used to persuade people.

Pathos = the emotional appeal
Logos = the logical appeal
Ethos = the credibility of the speaker

Advertising uses rhetoric to persuade people to buy products, so it combines the three audience appeals in both language and visual images and sound.

Here are some useful links:
http://www.public.asu.edu/~jvanasu/rhet-triangle.htm