Digital Humanism Combines Rhetoric and Modern Marketing

Abstract

In this paper I propose that there is a similarity between the rhetoric theory by Aristotle and modern marketing communication. Aristotle formulated the art of rhetoric into three simple devices: logos, pathos, and ethos. Speakers needed to be logical, emotional, and morally credible in order to influence others. Kotler, Kartajaya and Setiawan have stated that in the modern digital era marketers should see and target consumer as a whole human who consists of mind, heart, and spirit. Consumers expect digital marketing communication to be rationally appealing, increasingly personalized and ethical. We operate in a highly digitalized world that is connected across cultures. When the Internet makes all communication global, brands are being evaluated by consumer experience. Businesses should focus on quality and operate with testimonials. The similarities in classic rhetoric theory and the principles of modern marketing can be combined with digital humanism.