Which of the following is true of refutational appeals?
A)They are not as effective as one-sided messages.
B)They do not feature negative connotations of the products advertised.
C)They tend to "inoculate" the target audience against a competitor's counterclaims.
D)They are used typically when the target audience is less educated.
E)They are a special type of one-sided message.

Question

Quizplus · Accepted Answer

Refutational appeals involve acknowledging and addressing potential counterarguments or criticisms, which can help "inoculate" the target audience against those arguments if they are later presented by a competitor. This strategy can make the target audience more resistant to persuasion from competitors, making refutational appeals an effective tool to use in competitive advertising. Option A is incorrect because refutational appeals can be more effective than one-sided messages, depending on the audience and other factors. Option B is incorrect because refutational appeals often do mention negative aspects of the product or brand being advertised, but they address those criticisms in order to show that they are not as significant as the competition may claim. Option D is incorrect because there is no evidence to suggest that refutational appeals are used more often with less-educated audiences. Option E is incorrect because refutational appeals are a distinct type of persuasive message that involves addressing potential counterarguments or criticisms.

Which of the Following Is True of Refutational Appeals