Persuasive Talk: Is It What You Say or How You Say It?

This article introduces a new framework for copy testing. It reveals how the quality of advertising-specific elements (as perceived by the viewer) function to trigger persuasion.

Persuasive Talk: Is It What You Say or How You Say It?

Henry C. Boyd IiiRobert H. Smith School of Business
A longstanding debate in advertising circles centers around the following issue: Is what you say (message content) more important than how you say...