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Persuasion Paper Guidelines Com 325

The goal of the two required persuasion papers you will prepare is to help you understand how the principles of persuasion discussed in class can be applied to real world settings.

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Step 1: The first step in preparing each of the two papers is to select a case to analyze. Each paper must present a different case. For each paper your goal is to select a public health or political campaign that attempts to change people’s behaviors or attitudes about some health or political issue. The campaign may even attempt to get people to stop doing something unhealthy or risky. YouTube is filled with commercials and campaigns dealing with smoking, texting while driving, smoking/vaping prevention, political issues, etc. Each case study should involve videos and also provide a website or some supporting information about the campaign. Once you have selected your campaigns, a separate one for each paper, move on to Step 2.

Step 2: Prepare a 5 page (minimum), double-spaced paper that addresses the following five areas. You MUST label these areas in your paper so I know you’ve covered them. Your grade is at risk if you don’t label the five sections as they appear here:

1. Overview. Provide a 2-3 paragraph overview of the case. Include a description of the campaign’s goals, its current status, why the campaign is or was conducted, and perhaps some information about its impact. Include a link here to the video source of the campaign.

2. Audience Analysis. Conduct an analysis of the target audience. What do you think is the target audience for the campaign? Why what this group the target? What are their likely attitudes, belief, knowledge and behaviors associated with the health or political issue? For example, some campaigns target young males while others target young women, and so on. An effective audience analysis is key to receiving all the points in this section.

3. Message Appeals. Describe the specific message appeals used in the campaign. What were the messages targeting emotions? What messages were targeting a rational processing of the information? Don’t just focus on what was said but look at the expression on faces, the lighting, the context, and all elements of the visuals. Did they use fear appeals, rational appeals, or some other kind of appeals? Give specific examples.

4. Theoretical Analysis. Conduct a theoretical analysis of the campaign. Identify a specific theory discussed in the book or in class that models or explains the particular approach used in the campaign. The lectures will present the theories in class, and each theory will be labeled as a theory. Use only those concepts in lecture or in the book labeled “Theory” in your analysis in this section.

5. Campaign Critique. Finally, present a critique of the campaign. Based on your analysis, what did you think was effective and ineffective about the campaign? Did the messages likely reach the target audience’s areas of interest? If you think they did, then why was it effective? If not, why not? Any articles justifying your critique would be useful in this section.

Each of these sections is worth 10 points for a total of 50 points.

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