The Persuasive Message Strategy Presentation
The second assignment in our Persuasive Campaign Term Project asks you to
A. Prepare a message (or perhaps a set of closely-related messages/activities) that you might create for your campaign (as you described it in your Overview/Audience Paper). NOTE: The term "MESSAGE," as used in this assignment and throughout the campaign plan, refers to some sort of tangible "text" that your campaign will deliver to some or all the members of your audience. The message might be a letter, a newspaper article, a radio or TV commercial, a poster, an email message, a web page, a speech you or someone else might give at some specific event, a billboard, etc. etc. Your "message" is NOT your main theme or your whole campaign concept.
Read the "Note" below before beginning this assignment.
1. The "message" you create and will explain in your presentation for this assignment could be directed toward the general audience you described in your Overview/Audience Paper or it could be directed toward one of the specific audience segments you described. In either case, the class and I should be able to see
a. how your audience analysis has influenced your message design, and
b. how the message will advance one or another of the SPECIFIC purposes of your campaign.
The message may be of any type, for any medium. That is, a message could be an advertisement for newspaper, radio or TV, a persuasive speech for some particular setting and occasion (you determine that), a script for a phone solicitation, an outline of a personal conversation, a (direct mail? email?) letter, a poster/billboard, or any other type of message that fits a relevant campaign purpose. [ Note: Be wary of using a poster or flier as your message as these items are so brief and common as to make poor vehicles to illustrate your savvy as a persuader, at least in most cases I have seen.]
At the time of your presentation you should submit to me
1. a “copy” of your message (or a very clear description of it, e.g. outline or script) that shows how the message would be presented to the receivers, and
2. an outline of your presentation indicating how the message was designed and adapted to audience and purpose.
Be sure you are very clear in stating the specific campaign purpose your message intends to accomplish for some or all of the members of the audience toward which it is directed. Indicate the medium you will use and the context and timing in your campaign when this message will be delivered.
2. Your presentation should reveal your message strategy to the class. To do that you will need to briefly explain your campaign topic, audience and goals. For the message your presentation explains, the class and I will need to know
Treat the presentation as you would any good informative speech by a communication professional (e.g. use AMOBUL, conversational delivery, good eye contact, appropriate visual aids, etc.) In-class presentations should be 6-8 minutes long (Stick to the time limit).
Your goal for the presentation is to convince us you are a quality communication professional who is pretty savvy in using persuasion theory and technique to design messages.
In developing your message for this assignment, use the "Critical Dimensions of the Audience" to adapt your message to the audience you have selected (either the general audience or a segment) and apply both techniques and insight from the persuasion theory material we have studied and the persuasive methods described in AGE OF PROPAGANDA ("Appeals") as you deem appropriate.
COMM Portfolio Requirement Guidance
This assignment is related to the following COMM Major Learning Outcome Goals:
If you intend to save this assignment for potential use in your COMM Professional Portfolio, you will need to save …
Last updated 2/24/2015