This document discusses rhetorical strategies used in advertising to persuade audiences. It defines rhetoric as effective speaking or writing used to persuade. There are three main rhetorical appeals discussed - logos, ethos, and pathos. Logos appeals to logic and reason through facts, research, and cause-and-effect arguments. Ethos establishes the author or speaker's credibility and character. Pathos appeals to emotions through positive or negative emotional triggers like fear, love, or humor. The document instructs readers to analyze their favorite ads and identify whether they use logos, ethos, or pathos as their dominant persuasive strategy.