Book to use: Larson, C.U. Persuasion: Reception and responsibility (13th ed.). Belmont, CA: Wadsworth. Overview: The first two campaign papers laid the foundation for your campaign by identifying a problem, causes to it, a target audience, barriers to change, and discussing previous campaigns. This paper should build off the work of both papers, especially paper #2, to create an actual campaign. Pretend that your audience for the paper is a group of wealthy philanthropists who are looking to fund a public service campaign. Sell them on your campaign and why it will work. Make sure you provide specific details about how the campaign will look and feel. Make sure to explain your persuasive messages. Paper Sections The following sections are REVIEW from your other papers: Topic: In one sentence please explain your campaign Goal: In a paragraph explain your goal. Remember that 1) your goal should focus on persuading people to take a tangible action (ex: sleep more, eat more vegetables, wear their seatbelt) and 2) you should be able to explain how you will measure whether your goal is being achieved (ex: using a fit bit to track sleep, food diaries to check vegetable intake, tracking the number of tickets that are given out for failure to wear a seatbelt). Target Audience: In a couple of sentences remind me who your target audience is. Revisions: Based on the feedback from the previous assignments explain any revisions or changes you have made to your approach. For example, if you have revised your goal to make it more specific or changed your target audience etc… This section will vary in length depending on how much revision was needed from the first paper. The following sections will be NEW for this paper: Campaign Theories (2 pages) Explain the theories and concepts your campaign seeks to use. Your campaign should rely heavily on course concepts and theories. You should be utilizing a variety of concepts and theories from various chapters in the book. Show a lot of engagement and understanding with the course materials. This paper should develop a sophisticated campaign, so AVOID relying solely on basic and simplistic concepts e.g. ethos, pathos, logos, Rank’s Model, mere exposure etc… Persuasive Strategies and Messages (5 pages) 1. How are do you plan to persuade your audience?
