One –versus- two-sided Communication of Advertising Message

This raises the question whether the advertiser should only praise the product or should also mention some of its shortcomings. The most common approach in sales and advertising is a one-sided approach. However, on deep analysis, it is found that one-sided messages tend to work best with the audiences that are initially favourably predisposed to the claims made in the ad message.


Two- sided arguments go well when audiences have an unfavorable opinion about the communicator’s position. Also, a two- sided message tends to be more effective with educated audiences capable of sound reasoning, particularly when they are exposed to counter propaganda. A two-sided communication produces the greatest attitude change when people are opposed to the point of view presented.

Also, a two-sided communication is effective in maintaining the belief level against a counter-attack by competitors. However, it is the single-side communication that is commonly used, for it is difficult for the advertiser to refer to the product’s shortcoming and still effectively persuade prospects to buy it.