【正文】 ation of persuasion principals in the cosmetics advertising. The final aim of advertisements is to persuade audience into buying the products or services. Therefore, it is greatly meaningful to probe into the use of persuasion principals in advertisements. Previous Studies on Aristotle’s Persuasion PrinciplesAristotle, great philosopher, educator and scientist, has a profound influence on the development of Western rhetoric. In his masterpiece Rhetoric, he states three main principles of persuasion：ethos (ethical appeal), logos (rational appeal), and pathos (emotional appeal), which are still in use in the design of advertisements today and are effective in persuading the audiences to buy products or services.Ethos means the rhetor’s believability and trustability. Aristotle pointes out that ethos could be the most powerful one among these three appeals because “all of an orator’s skill in convincing the intellect and moving the will of an audience could prove futile if the audience did not esteem, could not trust, the speaker” (Hu Shuzhong 2002: 30). In Chinese rhetoric, ethos has also been placed at a very important position. Chinese culture “attaches great importance to internal values and selfcultivation, pursues the ideal personality and places moral character above academic learning” (Yao Ximing 2006: 82). Aristotle classifies ethos into three ponents: phronesis(intelligence, good sense), ar234。te(virtue), and eunoia(good will). (May 1988: 2) Afterwards, three psychologists Irving L. Janis, Harold H. Kelley, and Carl I. Hovland (1983) point out that ethos involves the rhetor’s intentions, expertness, and trustworthiness, which are corresponding to good will, good sense, and virue. Hart (1977) extends the list of these characteristics to good will, acknowledged power, trustworthiness, petence, similarity to audience (or identification), etc. Sattler (1974) puts forth two kinds of thought in the research of the history of ethos. The first kind regards ethos as individual personality and the second treats ethos as social habit or convention. According to Aristotle, pathos means appeal to the receiver’s emotion or sensibility. Aristotle argues that a person is often prompted to do something or accept something by his or her emotions. Aristotle makes an explicit description of the influence of emotions on our decisions. According to him, “the same thing does not appear the same to men when they are friendly and when they hate, nor when they are angry and when they are in a gentle mood。 in these different moods the same thing will appear either wholly different in kind, or different as to magnitude”. (Yao Xinming 2006: 86) “Since it is our will ultimately that moves us to action, and since the emotions have a powerful influence on the will, many of our actions are prompted by the stimulus of our emotions” (Corbett 1971: 99). As for pathos, Campbell (1963) put forth seven particular “circumstances” which have remarkable influence on the pathos including probability, plausibility, importance, proximity in time, connection of place, relation to the persons concerned and interest in the consequences. Aristotle (1991) defines logos as the logic structure of the demonstration and the logicality of the speech’s language. The rhetor persuades the audience by the demonstration process which should be logical and authentic. When we argue, we reason either deductively (draw conclusions from affirmative or negative statements) or inductively (make generalizations after observing a number of analogous facts). In logic, the deductive mode of arguing is monly referred to by the term that Aristotle used, the syllogism. In rhetoric, the equivalent of the syllogism was the enthymeme (Hu Shuzhong 2002:29). In conclusion, a successful advertisement also employs ethos to gain the trust of the audience, uses pathos to arouse the interest of the audience and utilizes logos to persuade the audience into accepting what is being advertised. Previous Studies on Advertisements from Aristotle’s Persuasion PrinciplesConsidering the importance and the effectiveness of Aristotle’s persuasion principles, a lot of advertisers apply these three appeals into the advertisements. Thus, there are many researches concerning the application of three appeals and the effects on the audience. Despite the differences in the kind of advertisements, these studies are useful to this paper about the application of three appeals in the cosmetics advertisements. Du Wen (2009) studies 300 Chinese real estate advertisements on the basis of the qualitative and quantitative analysis and proves the effectiveness of three appeals, especially pathos in these selected advertisements. The ways of application of Aristotle’s persuasion principals illustrated in his thesis can be beneficial to this study. He Yuhong (2008) also demonstrates that with the application of Aristotle’s persuasion principles, the advertisements will bee more impressive and persuasive to the potential customers. The author proves the effectiveness of the three appeals through analyzing some certain examples. Yang Xiangwei (2010) discusses Aristotle’s persuasion theory in advertisements based on linguistics, psychology, western classical rhetoric and massmunication theories. Through the analysis of 24 advertisements, the author discovers the regularity of Aristotle’s persuasion principles distributed in advertising, and find out the ways how the advertisers use Aristotle’s persuasion principles to achieve their persuasion aims. To sum up, Du Wen’s research selects Chinese real estate advertisements as the target and makes a specific study of the ways of application of three appeals from qualitative and quantitative analysis. He Yuhong just chooses 6 examples of advertisements to analyze Aristotle’s three appeals, which will not be very convincing. In addition, Yang Xiangwei’s study also sel