Reinforce the importance or personal relevance of the messageTips:
- Illustrate the importance or relevance of the message clearly and quickly from the recipient’s point of view
- From the outset, portray the action or context both visually and verbally
- Evoke the recipient’s emotions and individual experience so that he/she identifies with the message and does not just understand it intellectually
Make the message complete, explicit and uniqueTips:
- Establish the specificity of the message
- Deal with only one idea at a time
- Use visual or sound elements to attract attention to the critical elements of the message
Focus on the realities of everyday lifeTips:
- Give preference to situations based on everyday life with a high degree of realism
- Avoid the imaginary, the unlikely, the subtle and the figurative, as well as plays on words
- Avoid special effects that have no relationship to the content of the message