At the heart of all persuasion tactics are the age-old Ethos, Lagos and Pathos. But, when we think of these tactics, we don’t necessarily think of The Rhetorical Triangle. Around 2,000 years ago, Aristotle taught these in order to improve a speaker’s ability to persuade an audience. But, in advertising, they invoke action taken by the viewer. The three of these are called the “three pillars of persuasion” in the ad world.