Advertising Aristotle: A Preliminary Investigation intothe Contemporary Relevance of Aristotle's Art of Rhetoric

摘要

In this article, a preliminary investigation will be conducted in order to try todiscover whether or not Aristotle's the Art of Rhetoric can have any relevance as a handbookfor the rhetoricians of the twenty-first century and in particular for advertising designers.First, the background against which this question is posed will be set out. Second, the cho-sen methodology will be explained. Thereafter, some qualitative data will be presented anddiscussed. Finally, some conclusions will be drawn suggesting that The Art of Rhetoric maybe just as relevant and influential today for advertising professionals as it was for the lawyersand politicians of classical times.