After pivoting to a warmer tone—"Could AI help people stop feeling misunderstood?”—the ad finishes with the text, “There’s ...

From infomercials to political canvassing to appeals for coveted roles, the most compelling rhetoric uses a mix of ethos, pathos, and logos. These techniques encompass a wide spectrum of human ...

You teach a lesson that lights up the room. Students are nodding and hands are flying up, and afterward you walk out thinking, “They got it. They really got it.” And then, the next week, you ask a ...

Artificial intelligence (AI) deals are starting to command nine‑figure cash payments, equity investments, and multibillion‑dollar milestone and royalty structures. They span from out‑licensing ...

Anyone who’s shed a tear (or a thousand) during Sarah McLachlan’s ASPCA commercial knows that as much as we might like to think of ourselves as purely logical beings, we’re often driven by our ...

It’s a myth that biographical films have to be serious-minded dramas—a lot of historical figures were very funny, and their lives can easily be adapted to fit a light-hearted, slyly ironic narrative.

In an always-on, multichannel world where most people spend a significant amount of time online every day, marketing has become a nuanced and high-stakes psychological game. By understanding how ...

Opinions expressed by Entrepreneur contributors are their own. In fact, one of the most memorable and impactful Super Bowl commercials tugged at the heartstrings of the masses, opting for pathos in ...

There’s a GEICO insurance commercial from a few years ago that mocks slasher flicks. Showing four freaked-out people emerging from the woods next to a creepy old house, they opt not to get in the ...

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