Refutational appeals,where an communicator presents both sides of an issue then refutes the opposing viewpoint,may be effective because they:
A)present only arguments favoring the advertiser's position.
B)put the strongest arguments at the middle of the message.
C)inoculate the target audience against a competitor's counterclaim.
D)increase the level of counterargument.
E)are easily understood.

Question

Quizplus · Accepted Answer

Refutational appeals can be effective because they not only present the advertiser's position but also anticipate the counterarguments that might be posed by the target audience. By addressing the potential counterarguments, these types of messages help inoculate the audience against a competitor's claim and increase the level of counterargument. This type of communication is especially effective when the communicator refutes the arguments from the opposition with compelling evidence that supports their own position.

Refutational Appeals,where an Communicator Presents Both Sides of an Issue