McGinnies (1966) suggested that if the audience is intelligent and/or critical, it is best to present both sides of the argument and show why one is a better option than the other. However, if the audience is less intelligent or already favourably disposed toward the side of argument being presented, a one sided argument is more effective.
Repetition of the message is used to have a greater impact on the audience, as it increases familiarity and liking.
Finally, fear can be used effectively if used the right amount – too much fear seems unrealistic and the audience cannot relate to it, whereas too little fear may not sufficiently motivate the audience.
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