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Unformatted text preview: Statistics or study finding Testimonials or eyewitness reports Quotations Examples Analogies and metaphors One-sided or two-sided arguments? present own side only, or present both and attack opposing view? One-sided better if: Audience agrees/leaning toward you already Not much controversy Low familiarity with issue Two sided better if: Audience disagrees Controversial High familiarity Message characteristics/ Strategies Use of evidence Positive emotional appeals = vivid messages designed to arouse good feelings Ex. Humor, love, sentimentality Effective if condition a response (pair the good feelings with the argument)...
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- Winter '07