Customers who experience happiness while viewing an advertisement may make a pur...
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Customers who experience happiness while viewing an advertisement may make a purchase to continue feeling positive. For example, a brand creates a commercial that features people smiling and enjoying themselves, so the viewers associate the company with happiness. This type of advertising uses a form of a rhetorical mechanism according to Aristotle's theory of persuasive communication and rhetoric. What does Aristotle’s theory of persuasive communication and rhetoric refer to when he appeals to the sentimental and sympathetic imagination, as well as to the beliefs and values of the audience as described in the example above?
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