Definition of one-sided message

persuasive communication that presents only one point of view; also called one-sided appeal. Most mass media advertising messages are one-sided. A one-sided message is more appropriate for an audience that is favorably disposed toward the view being presented or is unlikely to be exposed to the other side. A religious fund-raising appeal is usually one-sided on the assumption that the targeted audience is favorably disposed toward the view being expounded and is unlikely to be receptive to other religious beliefs. With a more skeptical audience, a one-sided message is less effective than a two-sided message, which presents both points of view and then arguments to counter the opposing view.