Persuasive Communication
Fall 2009
INSTRUCTOR: Dr. Barbara J. Tarter (tarterb@marshall.edu)
Main Office: Smith Hall 257 Main Office: (304) 696-6786
Personal Office: Smith Hall 271 Office Phone: (304) 696-2700
Office Hours: TTH – 10:00–11:00 Classes: TTH 11:00-12:15
M W – 1:00-2:00 TTH 12:30-1:45
M --3:15-4:00 M W 2:00-3:15
W -- 3:15-4:15 M 4:00-6:20
M – 6:20-7:00
Class Description: CMM 308 Section 103 CRN 1876 MW 2:00-3:15
PREREQUISITES: One of the following or permission: CMM 103,
CMM 104H, CMM 207, CMM 305, YGS 161, IST 101
TEXTBOOK: Borchers, T.A. (2005) Persuasion in the media age, 2nd edition. New York: McGraw Hill.
COURSE OBJECTIVES
CLASS ASSIGNMENTS
DUE DATES: Assignments are due by midnight of the due date. If you choose to e-mail the assignment, please make sure that you receive a response indicating that the assignment has been received.
LATE ASSIGNMENTS: The semester will move very fast and it is difficult to stay on track unless you follow the syllabus closely. Assignments not received by the due date will be subject to a reduced grading scale. Assignments will not be accepted more than one class period late without special permission from the instructor.
COPIES OF ASSIGNMENTS: It is a good college practice to always keep copies of your work, both before and after grading, in case the assignment is accidentally misplaced by the instructor. Sorry, we make mistakes too!L
ATTENDANCE: Attendance is required for the course. A student that misses more than two unexcused absence* may start to lose a percentage of their final grade according to the following scale:
3 Unexcused Absences may result in one entire final grade reduction
4 Unexcused Absences may result in two entire final grade reductions
5 Unexcused Absences may result in three entire final grade reductions
A student that acquires 6 unexcused absences or that misses the equivalent of three weeks of the class will receive a failing grade for the course.
*Please see the university catalog for the definition of excused and unexcused absences.
STUDENTS with DISABILITIES: Marshall University is committed to equal opportunity in education for all students, including those with physical, learning and psychological disabilities. University policy states that it is the responsibility of students with disabilities to contact the Office of Disabled Student Services (DSS) in Prichard Hall 117, phone 304 696-2271 to provide documentation of their disability. For more information, please visit http://www.marshall.edu/disabled or contact Disabled Student Services Office at Prichard Hall 11, phone 304-696-2271.
CLASSROOM RESPECT
Late Arrivals: Given the nature of the class, it is important that you arrive to class on time. Late arrivals can significantly distract the speaker resulting in an unfair grade for their performance. If you must arrive late during a performance day, please wait until the speaker has sat down before entering the classroom.
Cell Phones: Please make sure that all cell phones are turned off before class starts. If you have an emergency call that you are expecting, please let the instructor know prior to the start of class.
Text Messaging: Please refrain from texting others during class time. This is extremely distracting and disrespectful to the instructor and to other speakers who expect your attention.
Laptops: Feel free to bring a laptop to take notes during class BUT other uses of the computer such as e-mailing friends, gaming, or surfing the WEB for unrelated class material, may result in class dismissal.
ACADEMIC DISHONESTY
Plagiarism: Copying another’s work without proper citation of the source constitutes plagiarism. Plagiarism in any form will not be tolerated. A student that is found plagiarizing another’s work will automatically receive an “F” in the course and may be subject to further university discipline.
Cheating: According to university policy, cheating is defined as the use of any unauthorized materials during an academic exercise to include notes, study aids etc. Cheating also includes the viewing of another person’s work or securing any part of an assignment or examination in advance of distribution by the instructor. Cheating will not be tolerated in this class and will result in an automatic “F” for the class and the possible recommendation of suspension or expulsion from the university.
COURSE REQUIREMENTS:
Persuasive Analyses (3): Students will be asked to analyze three different media pieces of their choosing. Each analysis will include 4-5 typed pages and will answer the questions proposed by the represented chapters. All students must complete Group Analysis #1. Students must then complete two of the following four analyses. Students may choose to complete more than two analyses if they wish to improve a grade on a previous analysis. (3 @ 10% = 30% of final grade)
Midterm & Final Exam: Exams will consist of twenty essay questions given in advance. The questions will primarily involve critical thinking and applying theory to “real life” situations. On the day of the exam, twelve questions will be drawn and students will answer ten of the twelve. (2 @ 20% of final grade)
Persuasive Campaign: Students will develop a marketing plan aimed at developing a product, service, or other persuasive message that will require the audience to “take action”. The persuasive campaign will include both a written and an oral presentation. The oral presentation will last approximately 15 minutes and should consider the audience, the marketing plan, effective visual aids, and the most effective persuasive arguments for the particular audience. The written presentation will include an 8-10 double-spaced paper presenting the entire marketing campaign for the product, political campaign, service or other persuasive message. Specific elements that should be included in the paper will be given in advance. All campaigns must be approved by the instructor in advance. Paper = 15% Presentation = 15% (Total =30% of final grade)
TENTATIVE SCHEDULE
Week 1 August 24, 2009
Introduction to the course and to the definition of Persuasion in the Media Age
Product Sales Exercise
August 26, 2009
“Persuasion – What’s the Difference?--Today and Yesterday”
Chapter 1
Week 2 August 31, 2009
“What’s In a Theory?”
Chapter 2 – Theories of Persuasion
September 2, 2009
“Applying Theory to ‘Real Life’”
Chapter 2 Continued
Week 3 September 7, 2009
Labor Day Holiday – No Classes
September 9, 2009
“An Ethical Look at Persuasion”
Chapter 3 – Persuasion and Ethics in the Media Age
Assignment Due: Draft Analysis #1
Week 4 September 14, 2009
“Adapting to an Audience”
Chapter 5 – Audiences and Attitudes
Assignment Due: VALS Survey – Page 147
September 16, 2009
“Who’s in Power?”
Chapter 4 – Media Influences on Persuasion
Week 5 September 21, 2009
“Wag the Dog”
September 23, 2009
“Wag the Dog”
The Media’s Role in the Perception of War
Assignment Due: Final Analysis #1
Week 6 September 28, 2009
“A picture is worth a thousand words”
Chapter 6 – Persuasion and Visual Images
September 30, 2009
“The Power of the Word”
Chapter 7 – Persuasion and Language
Week 7 October 5, 2009
“How does culture affect persuasion?”
Chapter 8 – Persuasion and Culture
October 7, 2009
Chapter 8 Continued
Assignment Due: Analysis #2
Week 8 October 12, 2009
“He Said, She Said”
Chapter 9 – The Persuasiveness of the Source
October 14, 2009 Midterm Exam
Week 9 October 19, 2009
“Evidence demands a Verdict”
Chapter 10 – The Reasoning Process
October 21, 2009
Chapter 10 Continued
Assignment Due: Analysis #3
Week 10 October 26, 2009
“Why Get Emotional”
Chapter 11 – Motivational Appeals
October 28, 2009
“Let’s Get Started”
Chapter 15 – Creating Persuasive Presentations
Week 11 November 2, 2009 – Time to Work on Persuasive Campaign
(No Formal Class)
November 4, 2009 – Time to Work on Persuasive Campaign
(No Formal Class)
Assignment Due: Analysis #4
Week 12 November 9, 2009
“They’ve Got You”
Chapter 13 – Advertising
November 11, 2009
“Persuasion in Relationships”
Introduction to a Persuasive Resume
Chapter 14 – Interpersonal Persuasion
Week 13 November 16, 2009
Assignment Due: Persuasive Campaign Presentations
November 18, 2009
Assignment Due: Persuasive Campaign Presentations Assignment Due: Analysis # 5
Thanksgiving Holiday – November 23-27- No Classes
Week 14 November 30, 2009
Assignment Due: Persuasive Campaign Presentations
December 2, 2009
Assignment Due: Persuasive Campaign Presentations
Week 15 December 7, 2009
Assignment Due: Persuasive Campaign Presentations
Final Exam: Monday, December 14, 2009 2-3:15
Persuasive Analyses: The criteria for evaluating the analyses include the following: 1) correct spelling and grammatical choices (Please proofread!!), 2) appropriate application of persuasive theory, 3) insight into the intended persuasive message, 4) ability to objectively evaluate the message and its source--clearly recognizing both their strengths and weaknesses, 5) complete and thorough answers to each of the questions that are raised by the particular analysis, 6) ability to follow instructions for the assignment, 7) personal reflection on the application of the knowledge gained from the exercise, and 8) the overall quality of the answers to each question.
Analyses (General Instructions)
1. Students should read the analysis questions in advance of choosing a persuasive piece to analyze. A selection should be made based on the specific analysis that will be completed. This will make the analyses much easier to complete.
2. Each analysis should be 4-5 double-spaced typed pages. (Please note that the first page should not start half way down the page! JJ)
3. Each analysis should clearly indicate the medium studied and include a copy of the document used. If the piece chosen is a website, please include the web address as well. Examples might include a copy of a magazine ad, a videotape of a TV show, a copy of an internet site, a copy of a speech, or a picture of a billboard. If this is impossible, then clearly list and describe the message and its source.
4. Please make sure to include your name at the top of the analysis—particularly if it is submitted electronically.
5. The analyses follow the chapters covered and the readings should be instrumental in completing the assignments.
6. If it is not possible to apply one of the questions to your selection, simply explain why the question does not apply to the medium observed.
7. All students will complete a draft of Analysis #1 and turn it in on or before May 13, 2009. The instructor will make comments on the draft but will not actually grade the assignment. Students will then have the opportunity to make the changes suggested and turn in the final analysis for a grade on May 18, 2009.
8. Drafts may be submitted for any later analysis provided that the instructor has sufficient time to review them.
Analysis # 1 (Chapters 1-3) Assignment Due: Draft – September 9, 2009
Final – September 23, 2009
1. How did the medium affect the persuasive message?
2. Identify the persuader and the intended audience.
3. How did the source of the message persuade the intended audience through the “coproduction of meaning”? (Page 17)
4. Identify the objectives met by the persuader. (Pages 25-27)
5. How did the persuader use ethos, pathos, and logos to impact the audience?
6. Do you believe that this persuasive attempt was ethical? Explain
7. Apply the five guiding ethical principles to the medium. (Pages 88-90)
8. What would you have done to make this message more persuasive?
Analysis # 2 (Chapters 4-6) Assignment Due: October 7, 2009
1. How does the media channel affect the persuasiveness of the message? (Pages 106-115)
2. How is the message adapted to the audience?
3. What are the demographics of the primary audience? What are the demographics of the secondary audience?
4. Which of the VALS profiles would be most attracted to this persuasive message? Explain.
5. How are visual symbols used to enhance the persuasive message?
6. Apply Paul Messaris’ (1997) theory to your media choice. (Pages 171-178)
7. How would you have changed this message to make it more persuasive?
Analysis #3 (Chapters 7-9) Assignment Due: October 21, 2009
1. Was language used to maximize the persuasive effects of this message?
2. How can “Burkean Dramatism” be applied to this medium choice? (Pages 193-200)
3. How was “cultural scanning” reflected in the development of this persuasive message? (Pages 220-221)
4. Which cultural beliefs, values and behaviors are reflected by this message? Explain.
5. Who is the actual source of this message?
6. Is the image of the source of this message credible? What do you base your perceptions on?
7. How would you have improved this persuasive message? Explain.
Analysis #4 (Chapters 10 & 15) Assignment Due: November 4, 2009
1. Apply Toulmin’s Model of Reasoning (Pages 274-288) to this media. Do you believe that the arguments are effective based on this model?
2. What tests of reasoning might you apply to this persuasive medium? Based on these tests, are the arguments valid?
3. How are motivational appeals used in this message?
4. How are visual images used in this message?
5. What is the thesis statement of this persuasive message?
6. What premises and evidence are used by the persuader? Are they effective?
7. What strategic decisions did the persuader use in developing the message? (Pages 435-438)
8. Would you have made different strategic decisions than the persuader? Why?
Analysis #5 (Chapters 11, 13, & 14) Assignment Due: November 18, 2009
1. How was the message targeted to the primary audience?
2. What challenges did the persuader face with this message?
3. Was the medium selected, the best for this message? Explain.
4. Which of Aristotle’s emotional appeals were tapped by this persuader? (Page 309)
5. Which of Rokeach’s values were used by this persuader? Were they effective?
6. How did the persuader respond to the challenges inherent in the audience?
7. Identify any techniques used by the persuader based on Marwell & Schmitt’s theory. (Pages 387-389)
8. How would you have enhanced this persuasive message?
Final Paper and Presentation:
Final Paper: The criteria for evaluating the final paper will include the following: 1) an idea that would make a significant difference to the audience, 2) appropriate audience analysis 3) creativity in the development of the persuasive messages, 4) comprehensive marketing plan, 5) level of planning and preparation of the project, 6) insight into the development of the persuasive messages, 7) appropriate application of persuasive theory throughout, 8) the lack of typographical and grammatical errors, 9) personal reflection on the strengths and weaknesses of the campaign 9) and the quality of the overall campaign.
Final Presentation: The criteria for evaluating the final presentation will include the following: 1) clear organizational structure, 2) presentation effectiveness as it relates to the insight into the overall persuasive process, 3) visual aids where appropriate, 4) inclusion of persuasive theory where appropriate, 5) completeness of the campaign, 6) ability to follow the instructions for the specific assignment and 7) the overall quality of the presentation to include verbal and nonverbal communication variables.
Additional information will be provided in class.
*The syllabus is subject to change based on the needs of the class and the instructor.