The document discusses principles of persuasion in print media advertisements. It covers Aristotle's three techniques of persuasion - ethos, pathos, and logos. Ethos appeals to credibility, using a respected spokesperson. Pathos appeals to emotions to convince audiences. Logos appeals to logic and reason, citing facts and data. The document provides examples of advertisements that effectively use each technique, such as a Penguin Audiobooks ad building ethos through a famous personality, an environmental ad tapping fear through pathos, and a Volvo ad citing crash statistics through logos.