Homework answers / question archive / This commercial from Domino's uses a "two-sided message

This commercial from Domino's uses a "two-sided message

Communications

Share With

This commercial from Domino's uses a "two-sided message." In most instances it means communicating something the consumer will perceive as negative along with the positive. This is classic 'persuasion' in that you are building trust by putting on the table a negative that is commonly out there in the market. Consumer research indicates that two-sided messages significantly increase advertising effectiveness if several criteria are met.
The negative information must be presented voluntarily.
The viewer must be able to easily understand the message fully.
The positive message needs to be unique and meaningful to the audience.
In your post, discuss the following:
How does this commercial fit with the research findings on advertising effectiveness presented in your textbook?
Domino's conducted consumer research for this commercial. What insight, in your opinion, powers this commercial?