As you learned in chapter one, persuasion isn’t merely a tool used by con artists and cult leaders. Many professional persuaders are engaged in socially acceptable , if not downright respectable careers. They include advertising executives, bloggers, campaign managers, celebrity endorsers, clergy, congresspersons among several others. For this assignment, you will analyze the various persuasive technics used primarily by advertisers and content creators. The purpose of this assignment is to help you identify the connections between persuasive theories and how they are used in everyday commercials around us. After the assignment, you will be able to:
1. Demonstrate an understanding of the theories of persuasion in rhetoric and communication.
2. Demonstrate an understanding of persuasive techniques and be able to explain why they work or fail in specific cultural contexts
______________________________________________________________________
________
Guidelines
Select One TV commercial or (e)magazine advertisements and analyze them through the lens of one or two of the concepts or theories discussed in the textbook. The paper should be organized using the following format.
Title Page
Do not just write, “Application Paper 1.” Come up with something creative based on your theory/concept selection
Introduction
Preview what you are about to say in this essay.
Second Paragraph
Explain the theory/concept, process, principle of persuasion, social influence, and/or compliance gaining being used and justification for its use (e.g., why is this theory appropriate for use with this commercial or advertisement). In this section, you may select any theory, concept, principle, or process covered in the lecture and in the text.
Make sure to explain the theory and how it works. Incorporate 2-3 outside sources
(such as peer-reviewed academic articles, credible news sites and videos that help you
explain the concept. As a rule of thumb, always go to the primary source of the concept.
Do not rely on secondary sources to explain the concept)
Textbook: Persuasion
Social Influence and Compliance Gaining
by Robert H Gass; John S Seiter
Note: While only using the textbook as a source will help you complete the assignment
with a good grade, papers with an excellent grade do further research and use outside
academic sources that utilize the same concepts to expand the textbook’s explanation
of the concept.
Third Paragraph.
Once you have clearly explained the concept(s), describe and summarize the key
part(s) of your chosen advertisement. You do not have to tell the reader everything
about the media artifact you have chosen. You can just tell us about the most important
facets of the artifact that relates to the concept/theory you have chosen. Also, explain
the context of its production. Is this commercial related to a particular social issue or
cultural moment? How does the context influence its consumption? In other words, how
would people interpret the commercial because of the cultural context. These early
paragraphs should merely summarize the information presented (wait until the next
section to “apply” the concepts).
Fourth Paragraph
In this part of the paper, show us the reader how the concept is being illustrated in the
news article, TV show, program, or movie. What part(s) made you think about each
concept? The type of experience I’m referring to here is of the sort: “That sounds just
like what we were reading and discussing in class.” Then you Explain the Connection.
What made you see this link and help us to see it as you did? This takes some real
critical thinking skill and is what is meant by “application.” You are using the reading
concepts to help us understand (or “frame”) a particular persuasive “puzzle” that arose
in the commercial.
Note: Using specific quotes and intricate descriptions and meanings of color, slogans,
situations, dialogue among others will really help you to clearly demonstrate the
connection to your concepts. Using two or three quotations, words can help you to
explain what specifically made you think that the concept was being illustrated in this
particular part of the artifact.
Fifth paragraph
(This is not your conclusion). Ethical Implications – what have we learned from this
analysis? What ethical implications emerge from your analysis? For example: Does
Budweiser’s use of sexist language in their commercial further the oppression of
women? Does Peta’s shocking visual imagery help it to further the animal rights
movement? Using what you know so far about the ethical implications of persuasion, is
the motive appropriate?
Last Paragraph:
Conclude the paper with a summary of your main points. What insights do you want the
reader to take away from your paper? What should the reader really remember about
what you’ve said in the paper?
You will be evaluated on how clearly and concisely you explain the theory, concept,
principle, or process, and how meaningful and relevant your application of the particular
theory is.
Writing style matters. The citation format for this class is APA. You should carefully
proof-read your paper for typographical, spelling, and grammatical errors. If you cite
material from the text, indicate the page number(s). If you cite sources outside the text,
provide complete references. Direct quotations require page numbers.
Assignment Specifics
Double-Spaced
2-3 pages
Times New Roman
Reference Page Required.
Embed the image or a link to your artifact in the assignment
Textbook: Persuasion
Social Influence and Compliance Gaining
by Robert H Gass; John S Seiter
As you learned in chapter one, persuasion isn’t merely a tool used by con artists and
cult leaders. Many professional persuaders are engaged in socially acceptable , if not
downright respectable careers. They include advertising executives, bloggers,
campaign managers, celebrity endorsers, clergy, congresspersons among several
others. For this assignment, you will analyze the various persuasive technics used
primarily by advertisers and content creators. The purpose of this assignment is to help
you identify the connections between persuasive theories and how they are used in
everyday commercials around us. After the assignment, you will be able to:
1. Demonstrate an understanding of the theories of persuasion in rhetoric and
communication.
2. Demonstrate an understanding of persuasive techniques and be able to
explain why they work or fail in specific cultural contexts
______________________________________________________________________
________
Guidelines
Select One TV commercial or (e)magazine advertisements and analyze them through
the lens of one or two of the concepts or theories discussed in the textbook. The paper
should be organized using the following format.
Title Page
Do not just write, “Application Paper 1.” Come up with something creative based on
your theory/concept selection
Introduction
Preview what you are about to say in this essay.
Second Paragraph
Explain the theory/concept, process, principle of persuasion, social influence, and/or
compliance gaining being used and justification for its use (e.g., why is this theory
appropriate for use with this commercial or advertisement). In this section, you may
select any theory, concept, principle, or process covered in the lecture and in the text.
Make sure to explain the theory and how it works. Incorporate 2-3 outside sources
(such as peer-reviewed academic articles, credible news sites and videos that help you
explain the concept. As a rule of thumb, always go to the primary source of the concept.
Do not rely on secondary sources to explain the concept)
Note: While only using the textbook as a source will help you complete the assignment
with a good grade, papers with an excellent grade do further research and use outside
academic sources that utilize the same concepts to expand the textbook’s explanation
of the concept.
Third Paragraph.
Once you have clearly explained the concept(s), describe and summarize the key
part(s) of your chosen advertisement. You do not have to tell the reader everything
about the media artifact you have chosen. You can just tell us about the most important
facets of the artifact that relates to the concept/theory you have chosen. Also, explain
the context of its production. Is this commercial related to a particular social issue or
cultural moment? How does the context influence its consumption? In other words, how
would people interpret the commercial because of the cultural context. These early
paragraphs should merely summarize the information presented (wait until the next
section to “apply” the concepts).
Fourth Paragraph
In this part of the paper, show us the reader how the concept is being illustrated in the
news article, TV show, program, or movie. What part(s) made you think about each
concept? The type of experience I’m referring to here is of the sort: “That sounds just
like what we were reading and discussing in class.” Then you Explain the Connection.
What made you see this link and help us to see it as you did? This takes some real
critical thinking skill and is what is meant by “application.” You are using the reading
concepts to help us understand (or “frame”) a particular persuasive “puzzle” that arose
in the commercial.
Note: Using specific quotes and intricate descriptions and meanings of color, slogans,
situations, dialogue among others will really help you to clearly demonstrate the
connection to your concepts. Using two or three quotations, words can help you to
explain what specifically made you think that the concept was being illustrated in this
particular part of the artifact.
Fifth paragraph
(This is not your conclusion). Ethical Implications – what have we learned from this
analysis? What ethical implications emerge from your analysis? For example: Does
Budweiser’s use of sexist language in their commercial further the oppression of
women? Does Peta’s shocking visual imagery help it to further the animal rights
movement? Using what you know so far about the ethical implications of persuasion, is
the motive appropriate?
Last Paragraph:
Conclude the paper with a summary of your main points. What insights do you want the
reader to take away from your paper? What should the reader really remember about
what you’ve said in the paper?
You will be evaluated on how clearly and concisely you explain the theory, concept,
principle, or process, and how meaningful and relevant your application of the particular
theory is.
Writing style matters. The citation format for this class is APA. You should carefully
proof-read your paper for typographical, spelling, and grammatical errors. If you cite
material from the text, indicate the page number(s). If you cite sources outside the text,
provide complete references. Direct quotations require page numbers.
Assignment Specifics
Double-Spaced
2-3 pages
Times New Roman
Reference Page Required.
Embed the image or a link to your artifact in the assignment

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