"Rhetoric” has gotten a bad name. Today, it refers only to misinformation, untruthful communications, or propaganda. But “classical rhetoric” is actually the study of effective writing and speaking—and it’s been around for more than 2,500 years since the time of Aristotle and ancient Greece. The tactics and strategies of classical rhetoric that are presented in this class are a powerful means of improving business communications, as well as general writing and presentation skills.
It delivers practical and proven guidance of value to professionals in the "persuasion" businesses of advertising, sales, marketing, PR, fund-raising, lobbying, and law ... as well as to senior executives who want to better communicate with their employees and stakeholders.The class is based on the author's business eBook, "Winning Through the Art of Words," which is offered as supporting course material.
- Select an ad campaign (comprised of at least 2 ads) and analyze the campaign’s messaging from the standpoint of the classical rhetorical principles taught in the course; indicate what messaging strategies were employed, and assess their effectiveness
- Write a one-page ad, press release, speech, or other form of persuasive content where you apply one or more of the classical rhetorical principles taught in the course; explain how you used these messaging strategies and why
- Select an organization (profit- or nonprofit), visit its website, and analyze how the group is positioning itself and its mission. Note how the organization is persuasively describing itself in the marketplace by applying the classical rhetorical principles taught in the course
