有效传播的步骤 14-4 Step 3. Designing a Message Message Content Rational Appeals Emotional Appeals Message Structure Moral Appeals Draw Conclusions Argument Type Message Format Argument order Headline, Copy, Color, Words. Sounds Body Language Attention Interes st Desire Action 商务策划学院2002商务策划学院 2002 14-4 Step 3. Designing a Message 有效传播的步骤 Attention Interest Desire Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Copy, Color, Words, & Sounds, Body Language Action