Good communication structure. The effectiveness of a message depends on its structure and content. Hovland’s research at Yale University examined message content and its relationship to drawing conclusions, one-sided versus . two-sided arguments, and the order of presentation
Good communication structure
Several previous studies have supported making conclusions for the audience rather than letting the audience draw their own conclusions.
However, more recent research has shown that the best ads are those that ask questions and let readers and viewers draw their own conclusions. Drawing conclusions may cause a negative reaction in the following situations:
- If the communicator is perceived as untrustworthy, the audience may resist attempts to influence them.
- If the problem is simple or the audience is intelligent, the audience will resent attempts to explain the obvious.
- If what is going to be conveyed is very personal, the audience may resist the communicator’s efforts to draw a conclusion.
Drawing conclusions that are too explicit can also limit the appeal or acceptability of a product. If Ford made it clear that the Mustang was only for young people, it would limit the interest of other age groups in the Mustang.
Thus, stimulus ambiguity can lead to a broader market definition and a freer use of products. Inferences are more appropriate for complex or specialized products intended for a single, defined use.
1. Presentation of one-sided messages
Drawing conclusions that are too explicit can also limit the attractiveness or acceptance of a product. If Ford made it clear that the Mustang was only for young people, it would limit the interest of other age groups in the Mustang.
Thus, stimulus ambiguity can lead to a broader market definition and a freer use of products. Inferences are more appropriate for complex or specialized products intended for a single, defined use.
- One-sided messages work best with an audience that initially agrees with the communicator’s position, and two-sided arguments work best with an audience that is opposed.
- Two-party messages will be more effective with a better-educated audience.
- Two-way messages tend to be more effective with audiences that are likely to have received propaganda to the contrary.
Finally, the order in which the arguments are presented is important. In the case of one-sided messages, presenting the strongest reason first has the advantage of attracting attention and interest. This is especially important in newspapers and other media where the audience often does not follow the entire message.
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However, this meant an anticlimactic conclusion. For an interested audience (captive audience), a climactic presentation will be more effective. In the case of two-sided messages, the issue is whether to present the positive reasons first or last.
If the audience is initially opposed, the communicator can begin with the other side’s arguments and conclude with their strongest argument.
