How can you convince?

The ancient Greeks have long puzzled over it: how can you persuade someone to think or do what you say? Plato said that a persuasive message consists of three necessary components: logos, pathos and ethos.Reason, emotion and authority. All good commercials, for example, contain bits of this argumentation tactic to a greater or lesser extent. If you look at the dishwashing detergent commercials through the ages. You will see that a logical advantage is always demonstrated: a small drop for lots of dishes. There is also always: the emotional argument: a joke is always used. And there is the authority of the seasoned housewife. She knows how to do the dishes and lets you share in her professional knowledge. The formula of the belief is: a tad of logic, a good measure of feeling, and a fair amount of authority.