Persuasive Appeals Research



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Persuasive Appeals Research:

Essential Question: Why are the Fortune 500 companies’ persuasive appeals so effective to their audiences?

Part One: Expository Paper

Task: Choose one of the companies listed below. Research background information: when they started, how much they made last year, what they sell, and to whom they market. Then, research a variety of advertisements (Internet, commercial, print ads, etc.) and identify how the company uses Aristotle’s three persuasive forms of rhetoric to appeal to its audience. Finally, research any additional information you deem important such as a company’s logo, colors, or slogan. Where did the company originate? Why is this company red rather than blue? Is this important? Do they have a website? How is it organized? Are the involved in social media? Once your research is complete, formulate an argument on the reasons why the advertising is effective using evidence to support your claim.



Google

H&M


McDonald’s

Nike


Doritos

Buick


Ford

AllState


Geico

Old Spice

PepsiCo.

Coca-Cola

Target

Kohl’s


Macy’s

Part Two: Oral Presentation

Using Google Docs PowerPoint or Prezi, create a presentation that will discuss your argument, your company, and your knowledge of persuasive appeals. You should have 8-10 slides total and your presentation should be between 8-10 minutes. You may choose to work alone or with a partner for this portion, but you MUST turn in separate papers.



  • Background on company: 2-3 slides

  • Your thesis: 1 slide

  • Advertisements (1 commercial, 1 print ad, 1 other of your choosing) : 3 slides

  • Additional Information: 2-3 slides

Due Dates:

Presentations: Thursday, May 8th and Friday, May 9th (performance grade)



Paper: Wednesday, May 14th (3-5 written pages MLA format, 1 Works Cited page not included in 3-5 page requirement) (writing grade)

CATEGORY

4

3

2

1

Attire

Business attire, very professional

Casual business attire

Casual business attire, but wore sneakers or clothes were quite wrinkled

General attire not appropriate for formal presentation

Preparedness

On time and rehearsed

On time, but may or may not have rehearsed.

Late/absent day of presentation, but prepared and rehearsed when present

Late and unprepared or unrehearsed.

Speaks Clearly

Speaks clearly and distinctly without mispronunciations. Voice is neither too soft nor too loud. Pacing is neither too fast nor too slow.

Speaks clearly and distinctly without mispronunciations.

Speaks clearly, but mispronounces a few words. OR Voice is too soft or too loud. OR Pacing is too fast or too slow.

Does not speak clearly. Voice is too soft or too loud. Pacing is too fast or too slow.

Timing

Presentation was between 8-10 minutes

1-30 seconds under/over

31-60 seconds under/over

More than 60 seconds under/over

Pauses

Pauses were used to improve meaning and/or dramatic impact

Pauses were used, but not intentional

Pauses were sporadic and distracting

Pauses were used often and without thought

Vocabulary

Uses vocabulary appropriate for audience. Extends audience vocabulary be defining words that might be new to most of the audience.

Uses vocabulary appropriate for audience.

Does not use vocabulary appropriate for audience.

Uses multiple words not clearly understood by audience.

Content Knowledge

Shows a full understanding of the topic. All components included.

Shows a good understanding of the topic. All components included.

Shows a good understanding of the topic. Missing one minor component.

Lacks a clear understanding of the topic. Missing one major component.

Collaboration with peers

Always listen to, shares with, and supports the efforts of others. Works together well.

Always listen to others and works together well.

Collaboration with partner was not clear

Causes “waves” with partner or relies on partner to do most of the work/all of the work

Actively Listening

Listens intently. Does not make distracting noises or movements.

Listens intently. Distracted once.

Sometimes does not appear to be listening, but is not distracting.

Distracting and inattentive.

Clear Thesis

Thesis is clear, focused and relevant to the essential question and presentation.

Thesis is relevant to the essential question and presentation.

Thesis is relevant to the essential question and presentation, but slightly unclear or missing a component.

Thesis is not included or irrelevant to the essential question and presentation.




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