Message effectiveness in advertisement depends on the content as well as the structure. There are two types of structures- one sided presentation and two sided arguments.
One sided presentation means praising the product and presenting the strongest argument first. Most of the people feel this establishes attention and interest. This structure is suitable in newspapers and other print media where people do not attend to the whole message.
Two side messages present short comings along with positive features of the product. These are more effective in case of educated audience and those who are likely to be exposed to counter propaganda.
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