McGraw & Hubbard's Basic principles of written argumentation: Delivery

  1. The intended audience must be exposed to or receive the message.
  2. They must be aware of it and pay attention to it.
  3. They must understand it.
  4. They must accept the message as legitimate and credible.

(Mutz, Diana C., Paul M. Sniderman, and Richard A. Brody, eds. Political Persuasion and Attitude Change. Ann Arbor: U of Michigan P., 1996. 147..)

Reproduced under fair use for classroom use only.

O.W. rev. 4/09

For educational purposes only.

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