 sequence of pictures of the same person, as in the bottom panel,
be more effective? Pause, think, and discuss. Which would you choose, and
why? You might think that BeforeAfter is simpler and more dramatic. On the
other hand, Progressive highlights the steady improvement that you claim the
program will deliver. You're probably not surprised to learn that BeforeAfter
is used often and has long been a favorite of the advertising industry,
whereas Progressive is used only rarely. Luca Cian and colleagues (Cia