Editing Persuasion (section)

===Inoculation theory===
{{Main|Inoculation theory}}
A vaccine introduces a weak form of a virus that can easily be defeated to prepare the immune system should it need to fight off a stronger form of the same virus.  In much the same way, the theory of inoculation suggests that a certain party can introduce a weak form of an argument that is easily thwarted in order to make the audience inclined to disregard a stronger, full-fledged form of that argument from an opposing party.

This often occurs in negative advertisements and comparative advertisements—both for products and political causes.  An example would be a manufacturer of a product displaying an ad that refutes one particular claim made about a rival's product, so that when the audience sees an ad for said rival product, they refute the product claims automatically.<ref>{{cite web |author=Jenah Schwartswalder |url=http://www.uky.edu/~drlane/capstone/persuasion/ino.htm |title=Inoculation Theory - Persuasion Context |publisher=Uky.edu |date=14 February 2001 |access-date=30 April 2014 |archive-url=https://web.archive.org/web/20140922081140/http://www.uky.edu/~drlane/capstone/persuasion/ino.htm |archive-date=22 September 2014 |url-status=dead }}</ref>