Persuasive Strategies Advertising Assessment - SUMMATIVE

You will create your advertisement in Microsoft Publisher or Microsoft PowerPoint. If you are familiar with another graphic design program that’s familiar to you, you may use that.

Step 1: Decide what product or service you’re trying to persuade people to purchase.

Step 2: Determine the demographic (age, gender, interests, etc. – be as specific as possible!) that would be interested in this product or service and plan how you will best be able to influence their decision to purchase this product or use this service.

Step 3: Brainstorm how you will use the persuasive rhetoric strategies (ethos, kairos, logos, pathos) and the intensify/downplay techniques within your advertisement. You must use at LEAST two obvious examples of both. Be prepared to discuss your thoughts behind your decisions and how you chose to implement them at the end of your assignment.

Step 4: Begin creating your advertisement in Publisher or PowerPoint using a well-organized, appealing combination of graphics and text. You must maintain a list of sources from which you pull your graphics if you use images from the internet. Clip-art already installed in these programs does not need to be documented. It is up to you how to design your ad, but your goal should be to create a professional-looking product.

If you are creating your advertisement in Publisher, please make sure you follow these steps:

1. At the “Getting Started” screen, click “Blank Page Sizes.”

2. In the third row, choose either Letter (Landscape) 11 x 8.5” or Letter (Portrait) 8.5 x 11”. If you DO NOT choose the correct size, your advertisement will not print properly.

If you are creating your advertisement in PowerPoint, you will simply design it as though you are creating a slide. Please understand that in PowerPoint, you will be limited to a landscape-designed advertisement.

When you finish your print advertisement, you will also need to type a paragraph explaining your thought process behind your advertisement. Be sure to address the following questions in a COHESIVE paragraph:
  1. Describe the product/service you are advertising.
  2. Describe your demographic as specifically as possible.
  3. Explain why your demographic would be an ideal audience for your product/service.
  4. Explain how you use TWO of the following strategies in your ad – ethos, kairos, logos, and pathos. Explain why you think these would be effective in persuading your demographic.
  5. Explain how you use TWO of the following techniques in your ad – confusion, downplay, diversion, omission, repetition, and composition. Explain how these add to the effectiveness of your ad.

Make sure your paper is double-spaced and your heading is on your paper, print it, and submit to me!

Heading:
Your Name
Miss Frank
English 8, Period #
Date Submitted

Your written explanation should also include your sources for graphics!

Please see the rubrics below for both the advertisement and the written component.


4
3
2
1 - See Me
Persuasive Strategy #1
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The advertisement clearly uses the strategy to sell the product. The strategy is effectively persuasive within the context of the ad.
The advertisement attempts to use the strategy. The strategy may not directly contribute to the overall persuasive effect.
The advertisement makes reference to the strategy without appropriate context. Persuasive effect is minimal.
The advertisement does not attempt to use any strategy to appeal to the audience.
Persuasive Strategy #2
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The advertisement clearly uses the strategy to sell the product. The strategy is effectively persuasive within the context of the ad.
The advertisement attempts to use the strategy. The strategy may not directly contribute to the overall persuasive effect.
The advertisement makes reference to the strategy without appropriate context. Persuasive effect is minimal.
The advertisement does not attempt to use any strategy to appeal to the audience.
Amplify/Downplay Technique #1
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The advertisement clearly uses the technique to sell the product. The technique is effectively persuasive within the context of the ad.
The advertisement attempts to use the technique. The technique may not directly contribute to the overall persuasive effect.
The advertisement makes reference to the technique without appropriate context. Persuasive effect is minimal.
The advertisement does not attempt to use any technique to appeal to the audience.
Amplify/Downplay Technique #2
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The advertisement clearly uses the technique to sell the product. The technique is effectively persuasive within the context of the ad.
The advertisement attempts to use the technique. The technique may not directly contribute to the overall persuasive effect.
The advertisement makes reference to the technique without appropriate context. Persuasive effect is minimal.
The advertisement does not attempt to use any technique to appeal to the audience.
Focus
The advertisement is clearly focused on persuading the consumer to gain interest in one product/service.
The advertisement attempts to focus on persuading the consumer to gain interest in one product/service.
There is minimal focus on persuading the consumer to gain interest in one product/service.
The focus of the advertisement is not clear.
Conventions
There are no glaring/spelling errors; near publishable quality.
Very few glaring spelling/grammar errors.
Several spelling/grammar errors; does not show evidence of proof reading.
The number of errors makes the ad difficult to read.
Quality
Neat; professional; publishable.
Very few areas of disorganization; publishable with minor corrections.
Quite disorganized; not publishable.
Lack of effort evident.
Composition ( x ½)
Extremely eye-catching and attractive composition (2)
Eye-catching and attractive composition (1.5)
Composition is difficult to follow (1)
Lack of effort evident (.5)

Advertisement Score __/30




4
3
2
1 - See Me
Purpose (x2)
Motives behind decisions of demographic and strategies are accurately and completely explained; reasoning is sound (8)
Motives behind decisions of demographic and strategies are somewhat accurately and completely explained; reasoning needs more explanation (6)
Motives behind decisions of demographic and strategies are difficult to understand; reasoning is weak (4)
Motives behind decisions of demographic and strategies are not given; reasoning is illogical (2)
Understanding of Rhetoric Strategies (x2)
Explanation of rhetoric strategies is accurate and complete; understanding of how the rhetoric strategies work is clear (8)
Explanation of rhetoric strategies is almost accurate and complete; some evidence of understanding of how the rhetoric strategies work (6)
Explanation of rhetoric strategies is difficult to understand; evidence of understanding of how the rhetoric strategies work is unclear (4)
Explanation of rhetoric strategies is incorrect or not given; evidence of understanding of how the rhetoric strategies work is incorrect (2)
Understanding of Amplify/Downplay Techniques (x2)
Explanation of amplification/downplay techniques is accurate and complete; understanding of how the rhetoric strategies work is clear (8)
Explanation of amplification/downplay techniques is almost accurate and complete; some evidence of understanding of how the techniques work (6)
Explanation of amplification/downplay techniques is difficult to understand; evidence of understanding of how the techniques work is unclear (4)
Explanation of amplification/downplay techniques is incorrect or not given; evidence of understanding of how the techniques work is incorrect (2)
Demographics Explanation (x2)
The choice of demographic is explained thoroughly and cohesively in detail; reasoning behind choices is sound (8)
The choice of demographic is explained with minimal gaps in description; reasoning behind choices is nearly sound (6)
The choice of demographic is explained with gaps in description; reasoning does not connect strategies and techniques with demographic (4)
The choice of demographic is inaccurately or not explained; reasoning is not evident or valid (2)
Conventions
There are no glaring/spelling errors; near publishable quality.
Very few glaring spelling/grammar errors.
Several spelling/grammar errors; does not show evidence of proof reading.
The number of errors makes the ad difficult to read.
Citations
Sources of all graphics are given.
Most sources of graphics are given.
Few sources of graphics are given.
No sources are given.

Explanation Paragraph Score __/40