Foulger Davis talks about variables in his article, “A Model of Persuasive Process. These variables relate and for advertisers to realize their advertising goals, they should effectively measure them to persuade the audience. For instance, the New Moon should measure some of them in determining the advantages and limitations of their persuasion strategies. To begin with, it has to measure the source credibility. It acts as a distraction that affects either the consonant or the counter argument. An increase in the source credibility has to increase the consonant argument of the message while a decrease in credibility should increase the counter ...
Essays on New Moon
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