ABSTRACT
The identification of the strategic content of a specific message argument is a well-established and important step in the development of effective advertising campaigns to promote the purchasing of products or other forms of behavior (such as health care practices, political participation, person perception, etc.). The strategic quality of advertising messages is promoted by considered contrasting of a range of possible message arguments that have the capacity to associate the action to be advocated in the advertising (such as a product purchase, a heath-related behavior, or a view about a politician) with specific audience member beliefs concerning the outcome or benefit to be obtained from the action. In this way, the content of advertising campaigns can be productively focused on the issues and concerns that are of greatest relevance to the members of the intended audiences.
