Suggest what message strategies and order of presentation
should be used for the following products and services and why?
(a)
Safe driving habits for youth
(b) SUV from a leading automobile
company
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.
B. Make a presentation to the class (i.e. a speech) describing
the strategies that explain your design of your message.
This is not an assignment in which you
present a number of or all of your campaign messages. This
is not an assignment in which you are to describe
your whole campaign. The best presentation is one which
a) shows us one (or at most two or three)
specific message,
b) gives us a clear context for the message in terms of the
campaign, the audience and the goals, AND
c) spends about three quarters of its time discussing
persuasion theory and research (using the names of theories and
persuasion terms concerning research and tactics) and how theory and
research influenced the design and strategy of the message.
If you do decide to do more than one message, the messages
must be closely related and all must have the same goal and the same specific
audience. The more messages you attempt to describe, the lower your grade
is likely to be. Students in the past who have chosen to talk about their
whole campaign (which is the NEXT assignment NOT this one) have typically
received grades that are one to three letter grades lower than those who follow
directions.
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 explainyour campaign topic, audience and
goals. For the message your presentation explains, the class and I
will need to know
the audience or specific audience segment it is designed to
affect,
the specific campaign goal you hope this message will
accomplish, and how features/dimensions of the audience influenced your construction
of the message.
the timing in the campaign when the message will be
delivered to the targeted audience and the medium used (e.g. flier, radio ad,
etc.)
the substance of the message itself, that is we will need
to see the message or see an outline or a clear description of the message
itself so we can follow your presentation's discussion of the theories and
appeals you used to design it.
the persuasion theories (from the beginning weeks of
the class), credibility research findings, and "appeals" (found on
the web pages and in Age of Propaganda)
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 6-7 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
“General Adaptation Model” 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.
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