【正文】 ich 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 selects limited examples, but his analysis is very prehensive and allaround. Chapter 3 Theoretical Framework Definition of Advertisements:The word “advertise” is derived from the Latin word “advertere” which means a method used to attract people’s attention to a certain thing and make them buy the goods or service.The American Marketing Association (AMA) defines “advertising” as “the nonpersonal munication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsors through various media.” (Hou Xiaohua 2002: 14) According to the above definitions, it is seen that advertising is a munication between the producer and the receiver. The aim of the advertiser is to promote the sale of certain products, service, and ideas and so on. When it es to cosmetic products, such as day cream, night cream, colored lipoil and so on would appear into most people’s mind. However, in fact the scope of cosmetics is larger than these. According to Webster’s Third New International Dictionary, cosmetics is defined as “a preparation, except soap, to applied to the body for beautifying, preserving or altering the appearance of a person or for cleansing, coloring, conditioning or protecting the skin, hairs, nails, lips, eyes or teeth.” Definition of Aristotle’s Three Rhetorical AppealsRhetoric is a theory which originated from the period of ancient Rome and Greece. The word “Rhetoric” suggests public speaking in the western world of that period. (Hu Shuzhong 2002: 2). Classic rhetoric is mainly related with the skill of public speaking in a country which worships democracy, where the citizen was ordered by the legal system to give a persuasive discourse for the government’s decision that whether he can get the land asked for by himself (Chandler 1978: 26). According to Aristotle (1954), there are two kinds of constraints: artistic proofs and nonartistic proofs. He names five kinds of nonartistic proofs: laws, witnesses, contracts, tortures, and oaths, which may be used in arguing but they are not in the scope of the present study. The three artistic proofs are ethos (human character and goodness), pathos (names and causes of various human emotions) and logos (logical reasoning). These three proofs can be applied in advertisements in order to persuade potential customers, which will be discussed in detail in the following part of the thesis.As pointed out by Aristotle, ethos refers to the way the rhetor makes the audience to trust him, and also the rhetor’s triumph in convincing the audience that he is credible. Pathos means the way the rhetor can arouse the feeling of the audiences which is advantageous to his will and render them act according to it. Logos means the logic structure of the demonstration and the logicality of the speech’s language (Aristotle 1991:ix). Ethos Ethical AppealThe first rhetorical appeal is ethos, which means the rhetor’s believability and trustability. In the process of the persuasion, the more credible the rhetor seems to be, the better the effect is. This is because if the audience believe or trust the rhetor, they will think that what is publicized by the rhetor is authentic. According to Hu Shuzhong (2002: 30), “all of an orator’s skill in convincing the intellect and