Thanks to proficient knowledge of communication's rhetorical elements, advertisers and marketers use logic, emotion, and identity (ethics intended as branding) to influence the viewers. To enhance communication, marketers, and advertisers master verbal and visual elements in which arts and science meet to connect the audience to the product or service they promote. To this end, they continuously monitor the audience's needs, ideas, expectations, and values to create empathetic connections for delivering their messages efficiently.