Overview
key points:
Paper on the Kendall Jenner Pepsi ad https://www.youtube.com/watch?v=uwvAgDCOdU4
your goal is too "fix" the add, identify what went wrong and how it should have been made
4 pages long, plus reference page
read description below
Thus far in the course, we have discussed a variety of basic persuasion tactics and components, as well as elements of our standard communication practices that may affect one's degree of persuasive appeal. For this assignment, you will apply course concepts to a real-world example of persuasive messaging that you feel was NOT appealing. Specifically, you will identify a large-scale persuasive message or campaign, such as an advertisement or commercial, a slogan, a logo, or political speech that you think fails to garner support or favor. Then, you will explain the message of the example you have chosen and discuss why you believe this messaging fails to effectively persuade. Last, you should offer suggestions as to how the message could be changed or could have been presented instead in order to be more persuasive; in other words, how do you think we could "fix it?"
Your submission should consist of written responses to the following prompts:
- Identify the message and its source. Describe the message in such a way that, if I did not have access to the message you're analyzing, I would be able to follow along with your commentary.
- What do you think the message is hoping to accomplish? What is the goal of the persuasion here? To help you with this, consider the claim types and ask yourself: If this message could be reduced to a single persuasive claim, what would that claim be?
- What persuasive tactics are employed by the message? Consider direct appeals to attitude, nonverbal communication, language choice, communicator characteristics, structure, logical appeals, and emotional appeals. You do NOT have to address all of these - but, you should use some course concepts to guide your analysis.
- Why do you think the message fails to be persuasive? Be specific.
- What changes would need to be made to the message in order for it to become more effective? What are your suggestions/recommendations? Again, be specific.
Your submission should be double-spaced with size 12, Times New Roman font. You should also submit a references page that, at minimum, cites the message you've chosen.
- I will evaluate writing mechanics as part of the grade for the paper.
- You may approach this on a prompt-by-prompt basis or from a more holistic, essay-like style.
- Providing examples is the best way to illustrate many of the concepts I am asking you to discuss.
- While I encourage your use of the terms surrounding our course concepts in this paper, avoid forcing these terms of art into your paper in places where they are not relevant. Use our terms in a meaningful way.
- While you may write in third person, I welcome the use of first person.