态度改变与交互式通讯（英文）.pptVIP

Two-Sided Argument Constructing the Argument Refutational Arguments One-Sided or Supportive Argument One- Versus Two-Sided Arguments Drawing Conclusions Should the Advertiser Draw Conclusions or Leave It To the Consumer to Decide? Comparative Advertising Technique Compares Two Specifically Named Products and Seems to be Effective for New Products Types of Message Appeals Emotional versus Rational Appeals Emotional Appeals try to Bond the consumer with the product. Ad recall for Rational Appeals tends to be better. Sex Appeals Draws attention to an ad. Ineffective if th