If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a ________ is most effective. If the audience is critical or unfriendly and well educated, then a ________ is likely to be more effective.
A) positive message frame; negative message frame
B) two-sided message; one-sided message
C) peripheral route to persuasion; central route to persuasion
D) negative message frame; positive message frame
E) one-sided message; two-sided message

Question

Quizplus · Accepted Answer

A one-sided message is most effective when the audience is already favorable towards the advertiser's products or agrees with the communicator's position, especially if they are not expected to encounter opposing views. Conversely, a two-sided message, which acknowledges opposing viewpoints, is more effective with a critical or well-educated audience, as it demonstrates thoroughness and builds credibility.

If the Audience Is Friendly to the Advertiser's Products, Initially