List four features of a message

The four features or qualities of a message are:

Clarity: the message must be clear and unambiguous for both script writer and audience.

Simplicity: Apart from the message being clear, it must be easily understood by the audience. So simple language should be used.

Arguments: For a message to be effective, it has to be built on arguments. In other words it has to be built on building blocks of logic.

Unified/ Unity: The message must be unified. The arguments must have unity and cohesion, so that the audience is not confused.