Persuasive language may be called rhetoric. The Five Canons of Rhetoric serve as a guide to creating persuasive messages and arguments. Gorgias' writings are intended to be both rhetorical (persuasive) and performative. The use of persuasive wording gives leverage to one's arguments. The arguments proved highly persuasive in industrial districts. Aristotle defines rhetoric as the ability to see what is possibly persuasive in every situation. Attitude change is the fundamental objective of persuasive communication. Other important aspects include motivational, learning, creative, social and persuasive influences. If accurate, this assessment underscores one of Alcibiades's greatest talents, his highly persuasive oratory. Advertisement is one of the examples of persuasive speech. A supposition, however persuasive, is not evidence. There are three aesthetic features to persuasive writing. Scholarly works are deemed only persuasive, and not binding on the courts. Reciprocity applies to the marketing field because of its use as a powerful persuasive technique. Variations of this style are authoritative, persuasive, and paternalistic.