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Instructions
For a verbal walkthrough of this assignment, click here: Persuasive Communication Creation and Explanation verbal walkthrough. Please note, this verbal explanation does NOT replace close reading of this document.
Persuasive Communication Creation and Theory-Based Explanation
This assignment is a requirement to achieve an A, B, or C in this class.
Specifics
Persuasive Artifact Creation
Using all that you have learned about how to be successful as a persuader, you will create your own piece of persuasive communication and share it with your classmates.
You can choose what type of persuasive communication you want to create. Some options are:
A persuasive speech
A print ad or digital ad
A persuasive article/editorial
A video commercial
A piece of artwork with persuasive intent
This persuasive message may be for a product, service, campaign, etc.
It may be an existing product, service, campaign, etc. that you are creating a new type of message for or you may create your own original product, service, campaign, etc.
It CANNOT be a revamping of an existing advertisement or message… you must create something original, even if you are using an existing product, rather than creating one of your own.
Artifact will need to be submitted with the assignment. How that happens will depend on the format of the artifact. Written documents can be submitted to the dropbox, videos or images may need to be linked to. You will be responsible for figuring out how to successfully give me and your classmates access to view your creation.
A few things to keep in mind – I cannot open your Google Docs or Slides from D2L and I cannot open .pages files or other not standard file types. If you create an image, please put it in .jpg, .png, or .pdf format. If you create a slide show, put into .ppt or another standard format rather than linking to your Google slides. If you create a video please put it in a standard video format or upload it to an Unlisted YouTube Channel and provide a link (See Uploading a Video to an Unlisted YouTube Channel instruction document in the Syllabus, Schedule, and Other Important Docs module). If you create a document, please put in in .doc or .pdf format. Thank you.
Theory-Based Deconstruction/Explanation of Techniques
In addition to creating the actual artifact, you will need prepare a written or video explanation of how the artifact is persuasive by applying all that we have explored about persuasive communication (message content, argumentation, theory, etc.). This written or video explanation should include:
An explanation of your persuasive purpose/goal (for example, are you trying to get someone to purchase a product or service, engage in some activity or stop engaging in some activity, etc.)
A description of your target audience.
A theory-based explanation of the techniques you used in your message. You should apply one or more of the theories/persuasive concepts we have covered in class to explain why you believe your artifact works as persuasive communication for this audience. The more you can apply the theory and concepts covered throughout the course, the more you demonstrate an understanding of these theories and concepts (and that is always a good thing!). For example, you might include some of the following:
How did you appeal to logic, emotion, and credibility? (Aristotle)
How did you try to frame your message in order to appeal to the audience? (General Semantics)
What sorts of techniques did you use to position your message within the audience’s latitude of acceptance? (Social Judgment Theory)
Did you employ peripheral cues to try to stimulate the audience’s automatic responses or are you trying to get the audience to think more deeply (centrally) about your message? (Elaboration Likelihood Model)
How did you intensify some aspects of your product/service/message and downplay others? (Rank’s Intensification and Downplay Model)
Do you appeal to the audience’s needs in some way? (Maslow)
Are there other theories (Fisher’s Narrative Paradigm, Inoculation Theory, Cognitive Dissonance Theory, etc. ) that you employed or can apply to your artifact to explain why you think it works as persuasive communication?
An explanation of WHY you chose the techniques you chose in your message (for example, why did you choose the tagline for your product that you chose? Why did you choose the images, colors, layout, etc. you chose? Why did you frame the message the way you framed it?). You are essentially deconstructing your own message using the codes and conventions explored in the Deconstructing Media Texts section of the course reading.
This should result in a detailed explanation of about 2-4 pages or 2-4 minutes (for video).
Format
Written deconstruction/explanation
Covers all required topics (see above).
Well-written, proofread, and academic writing style.
Typed and submitted as Word or PDF document.
MLA format, including bibliography of sources (if appropriate).
May use AI for proofing and editing only. DO NOT let an AI source do your work for you. See Course Policy on Acceptable Use of Generative AI Tools for guidelines.
Submitted by DUE date in a format I can read (no .pages documents and no links to your Google Docs… Word or PDF format documents are safest).
Video deconstruction/explanation
Covers all required topics (see above).
Should include both audio and visual elements (does not have to be a video of you, you can use animation or other technique, but must have some visual elements).
Audio and video should be clear. I must be able to hear and understand what you are saying to assess your submission.
If sources are used, an MLA format bibliography should be included.
May use AI for proofing and editing only. DO NOT let an AI source do your work for you. See Course Policy on Acceptable Use of Generative AI Tools for guidelines.
Must be accessible (if I can’t get to it or open it, I can’t review it) – See Uploading a Video to an Unlisted YouTube Channel instruction document in the Syllabus, Schedule, and Other Important Docs module.
Submitted by due date in a format I can access.
