Messages are to be structured keeping the objective of the communication and the audience in view. Messages are represented either centrally or peripherally. A central message takes a direct route to persuasion. It is a well – documented ad. It compares advantages and disadvantages of a product. This central presentation provokes active cognitive information processing. Voltas refrigerators incorporating rational appeals is an example. These ads are consistent with the self- image of the respondents.

Peripheral presentation provides pleasant association, scenic background, and favorable inferences about the product.

These are distinct, rational and emotional appeal ads. The rational ads appeal to logic, give straightforward facts and figures. The emotional appeal ads make use emotional and symbolic clues, e.g., an ad for a fire extinguisher. It is seen however that most ads are a bend of rational and emotional message. This has been discussed again in detail in the subsequent lessons on appeals.