Message sidedness refers to the content of the propositions within a persuasive appeal. ... Alternatively, a two-sided message presents the arguments in favor of a given position but also offers the opposing perspectives and arguments.

What are the message factors?

are characteristics and features (such as persuasive language) which will affect the degree of success and effectiveness a message has when delivered.

What are the implications of message sidedness in advertising?

Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention.