Gain a thorough understanding of the fundamental principles of persuasive communication, derived from the Rhetoric of Aristotle.

Learn how to appeal to any audience with a range of coordinated and sophisticated persuasive techniques and strategies.

Acquire a flexible and adaptable framework for persuasion that can be applied to any communication scenario.

Master the Art of Persuasion

In today's competitive world, the ability to effectively persuade and influence others is a crucial skill. Whether you're a marketer, teacher, business professional, or nonprofit organizer, this online course will equip you with the foundational principles of persuasive communication. By understanding the deep design of persuasion, you will become a more confident and influential communicator in your personal and professional life.

Course Curriculum

5 Chapters · 19 Lessons

  1. 1

    Introduction to the Foundations of Persuasion: Ethos, Pathos & Logos

    1. Why learn about Ethos, Pathos & Logos Free preview
    2. (Included in full purchase)

      What are Ethos, Pathos and Logos?

    3. The Foundations of Persuasion: Ethos, Pathos & Logos Free preview
    4. (Included in full purchase)

      Key Terms for Understanding Ethos, Pathos & Logos

  2. 2

    Chapter 2 - Ethos: the appeal to credibility, competence and character

    1. (Included in full purchase)

      Ethos: The appeal to credibility. competence and character

    2. (Included in full purchase)

      Building Ethos: examples of strong and poor ethos

    3. (Included in full purchase)

      Ethos in Dollar Shave Club's "Our blades are f***ing great!" TV ad

    4. (Included in full purchase)

      QUIZ - Ethos

  3. 3

    Chapter 3 - Pathos: the appeal to emotion, attitudes and values

    1. (Included in full purchase)

      Pathos: the appeal to emotion, attitudes and values

    2. (Included in full purchase)

      Building Pathos: examples of strong and poor emotional appeal

    3. (Included in full purchase)

      Pathos in Dove's Real Beauty Sketches "You’re more beautiful than you think" TV ad

    4. (Included in full purchase)

      QUIZ - Pathos

  4. 4

    Chapter 4 - Logos: the appeal to reason, evidence and critical thinking

    1. (Included in full purchase)

      Logos: the appeal to reason, evidence and critical thinking

    2. (Included in full purchase)

      Building Logos: examples of strong and poor reasoning

    3. (Included in full purchase)

      Logos in Microsoft's "We All Win (extended version)" TV ad

    4. (Included in full purchase)

      QUIZ - Logos

  5. 5

    Chapter 5 - Putting it all together

    1. (Included in full purchase)

      QUIZ - Ethos, Pathos & Logos

    2. (Included in full purchase)

      Congratulations! A Parting Message

    3. (Included in full purchase)

      Foundations of Persuasion Survey

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