Counterarguments are thoughts the recipient has that are opposed to the position taken in the message. For example, consider the ad for Ultra Tide shown in Exhibit 5-9. A consumer may express disbelief or disapproval of a claim made in an ad. (“I don’t believe that any detergent could get that stain out!”) Other consumers who see this ad may generate support arguments, or thoughts that affirm the claims made in the message. (“Ultra Tide looks like a really good product—I think I’ll try it.”)