1. When should ads use two-sided arguments? Adapted from AdPrin.com

2. A two-sided ad: effective? “At first you think it is the homeliest thing you ever saw. But pretty soon you get to love her shape. And after awhile, no other car looks right.”

3. Two-sided arguments Two-sided ads tell the bad aspects of a product as well as the good. Are two-sided ads effective? (Aristotle said yes.) __ Yes __ No Go to the next slide for the answer. Adapted from AdPrin.com 3

4. O’Keefe (1998) analyzed 107 studies that compared one-sided with two-sided arguments: •When negative argument was refuted, the two-sided argument was more persuasive than the one-sided. •When the negative argument was not refuted, the one-sided argument was more persuasive. Use two-sided arguments that refute strong opposing arguments.(Principle 5.8.1) For more information, visit AdPrin.com

5. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, figure out the cases in which the customer has strong opposing arguments and use a two-sided argument to persuade the customer. Adapted from AdPrin.com