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. Building on McGuire's general theory of personality and persuasion, the proposed model suggests that delivery quality engenders emotional response, whereas dialogue quality elicits attitudinal and behavioral response. In general, preliminary findings support the proposed model.