Choose an example of a persuasive effort and use it to illustrate a concept or theory we have studied in class. Persuasive efforts include speeches by political candidates or public figures, print advertisements, broadcast commercials, campaign posters or brochures, and public service announcements, among many others. The paper should show how this persuasive effort uses or illustrates a concept or theory, examples being fear appeals, cognitive dissonance, elaboration likelihood model, source credibility, and issue framing, among many others.
The paper should be about 8 pages long, typed, double spaced, 1-inch margins all around, 12–point type, with title and reference pages. About half of its length should be spent explaining the theory or concept, the other half on the description of the persuasive message and how it illustrates the theory or concept. You must also include an illustration of the persuasive message: a copy of the speech or print ad, an image from the broadcast ad, etc. Without this, the paper will not be graded. You should have at least 5 authoritative and credible references, aside from the textbook, lectures, and actual source of the persuasive message, although these should be included in your reference list if you use them.* Do not use Wikipedia or the D2L site as sources. You should also include a cover page with title and a reference page. The expectation for the paper’s length (8 pages) does not include cover and reference pages. These are in addition to the 8-page expectation.
And a general word of advice: Assume I know nothing about the theory or concepts you are explaining. This requires that you explain them thoroughly. Also, writing matters, so proofread and spell check.
APA Manual: This course and others in the Department of Communication require American Psychological Association style for written work. You can find this manual at the PSU Bookstore, but you can also find it at the Millar Library Reference Desk, and find the basics by Googling Owl Purdue APA. This will take you to a useful site.
Structuring the Analysis Paper (with points for each part)
1. Cover Page (with title) and Abstract (4 pts.)
2. Introduction/Statement of Purpose (4 pts.)
In this essay I will describe the theory of _________ and then show how it explains the persuasive strategy apparent in a television ad campaign for ___________ (a speech by xxxxx, etc.)
(Note: This is an example, and certainly not the only way this can be done.)
3. Body of paper:
Presentation of theory or concept (30 pts.)
Application to persuasive message (30 pts.)
4. Summary/Conclusion (4 pts.)
5. Reference page, references and APA (14 pts.)
6. Overall quality of writing (14 pts.)
** Hard copy or evidence of the persuasive message (no grade without this)
Total points: 100