MCOM 390 - Persuasive Communication

Fall 2005  - MWF 1:30-2:20 p.m. - Miller 210

 

Instructor

Dr. Tracy Lauder                                              Office Hours

216 Miller                                                         MW 12:30-1:30 p.m.

944-6152                                                         (and by appointment)

tlauder@ehc.edu                                            

 

Course Objectives

The purpose of this class is to acquaint students with the concept of persuasion in mass communications through an understanding of persuasion theory, research, ethics, and methods. In addition, students will apply persuasive techniques in basic strategic communication formats used in the advertising and public relations fields. Upon completion of the course, students should be able to critically consume persuasion in the media as well as create effective and ethical persuasive messages.

 

Student Instructor

Courtney Bledsoe

cbledsoe@ehc.edu

The student instructor (SI) will focus primarily on the strategic writing component of the course and will attend class on Fridays. The SI will conduct occasional short lessons and provide one-on-one assistance during appropriate class time. In addition, the SI is available outside of class to provide short tutorials and assist students who encounter difficulty in out-of-class assignments. You must arrange out-of-class meetings with the SI; preset appointments are required. Students who schedule appointments with an SI and fail to attend or otherwise notify the instructor may lose future out-of-class privileges with an SI.

 

Required Texts

Persuasion, Social Influence, and Compliance Gaining, 2nd ed., by Robert H. Gass and John S. Seiter (Pearson/Allyn & Bacon, 2003)

Strategic Writing: Multimedia Writing for Public Relations, Advertising, Sales and Marketing by Charles Marsh, David W. Guth, and Bonnie Poovey Short (Pearson/Allyn & Bacon, 2004)

Also: 128mb (or larger) flash disk

 

Course Requirements

A variety of assignments will be utilized in this course, including:

-  readings, assignments and quizzes

-  exams

-  projects

-  class presentations

The instructor will make every effort to explain the process, expectations, and grading criteria for each assignment. Students should seek clarification from the instructor as soon as questions arise. In addition, exams will test accumulated knowledge. Classroom attendance and participation are necessary for successful completion of the course, especially due the instructional nature of class discussions.

 

Writing & Editing Skills

As in any upper-level mass communication course, the highest standards of writing and editing will be expected and enforced. Students, therefore, must be able to edit their work for grammar, punctuation, accuracy, clarity, conciseness, and style. Poorly written and/or edited work will receive a reduced grade. Students who foresee or encounter difficulty in maintaining quality writing should consult the instructor and/or seek help through the collegeÕs Writing Center.

 

Academic Misconduct

Representing another personÕs work as your own not only violates journalistic ethics, but it also violates the collegeÕs Honor Code. Copying homework assignments, cheating on quizzes or exams, lying about sources of information, and plagiarizing on projects all constitute academic misconduct, a serious offense with serious consequences. Cases of academic misconduct will be turned over to the DeanÕs office for investigation and appropriate disciplinary measures.

 

Grading

The final grade for this course will be computed in the following manner:

 

                        Msc. assignments / quizzes                20 percent

                        Exam 1                                              20 percent

                        Exam 2                                              20 percent

                        Final project / portfolio                        30 percent

                        Participation/attendance                    10 percent

 

Attendance Policy

Dedicated class attendance is essential for learning in this course. Students are expected to attend every class meeting and arrive on time unless absolutely unable due to unusual circumstances. A student should make every effort to contact the instructor prior to the class meeting if he or she will be unable to attend; in some cases (such as the death of a family member or a serious injury to the student), makeup work may be arranged. In general, makeup work will not be allowed, and the absence of completed assignments will decrease the studentÕs final grade.

 

Students will be penalized for more than three absences in the course; five points will be deducted from the final course grade for each absence after three. If you already know that you will need to miss several classes due to extracurricular activities, a job, family responsibilities, or other obligation(s), you should consult the instructor before the course begins.

 

Attendance will be taken at the beginning of the class period. If you arrive after roll is taken, you will be counted absent. If you arrive late for class, you should verify your attendance with the instructor after class. Three tardy arrivals will count as one absence.

 

Deadlines

As in any mass communications course, students are being trained to follow the professional standards of the media industry. Deadlines, therefore, are strictly enforced.

            Assignments must be turned in at the beginning of the class period in which they are due. Late assignments will be accepted but will receive a penalty of one letter grade for every 24-hour period past the deadline. As with class attendance, if a student encounters circumstances that prohibit him or her from completing the assignment by the deadline, he or she should contact the instructor as soon as possible, but exclusion of a late penalty is never guaranteed.

 

The House Rules

Respect for fellow students and the instructor are necessary for an enjoyable learning experience. This includes being prompt for class, turning off cellular phones before class, fulfilling oneÕs responsibilities in group assignments, and participating in classroom discussions that foster a healthy exchange of ideas.

 

The subject covered in this class, persuasive communication, by nature will result in controversial issues. In fact, students will be required to make arguments about certain topics and explore values and ethics in classroom discussions. Good will and respect should be extended to all classroom participants, regardless of the opinions and personal beliefs shared.

 

Course Schedule

 

H          26        Introduction

 

Week 1

M         8/29     Ch. 1, Why Study Persuasion? 1-20, Gass & Seiter (G&S)

 

W         8/31

 

F          9/2       Section I: Strategic Writing, 1-28, MG&S

 

 

Week 2

M         9/5       Ch. 2, What Constitutes Persuasion? 21-42, G&S

 

W         9/7

           

F          9/9       Assignment of Projects / Meeting the Client

 

 

Week 3

M         9/12     Ch. 3, Attitudes and Consistency, 43-73, G&S

 

W         9/14    

 

F          9/16     Section III: Strategic Writing in Advertising, ÒStrategic Message Planners,Ó

                        104-118 MG&S

                        and

                        Section IV: Strategic Writing in Sales & Marketing, ÒProposalsÓ

 

                            

Week 4

M         9/19     Ch. 4, Credibility, 74-95, G&S

                       

W         9/21

 

F          9/23     Section II: Strategic Writing in Public Relations, ÒNews Releases,Ó 29-64, MG&S

 

 

Week 5

M         9/26     Ch. 5, Communicator Characteristics & Persuasibility, 96-125, G&S     

           

W         9/28

 

F          9/30     More on press releases . . .

 

 

Week 6 (Homecoming Week)

 

M         10/3     Ch. 6, Conformity & Influence, 126-152, G&S

 

W         10/5

 

F          10/7     Section II: Strategic Writing in Public Relations, rest of chapter, 65-100, MG&S

 

 

Week 7

M         10/10   Ch. 7, Language & Persuasion, 153-171, G&S

 

W         10/12   FALL BREAK  

 

F          10/14   FALL BREAK

 

 

Week 8

M         10/17  

 

W         10/19   Exam One

 

F          10/21   Section III: Strategic Writing in Advertising, rest of chapter, 119-150, MG&S

 

 

Week 9

M         10/24   Ch. 8, Nonverbal Influence, 172-194, G&S

 

W         10/26

 

F          10/28   Section IV: Strategic Writing in Sales and Marketing,

                        ÒProposals, Brochures, Sales Letters,Ó 151-175, MG&S           

 

           

Week 10

M         10/31   Ch. 13, Motivational Appeals, 282-308, G&S

 

W         11/2

 

F          11/4     Section V: Strategic Writing in Business Communication,

                        ÒBusiness Letters,Ó 191-212, MG&S

 

 

Week 11

M         11/7     Ch. 14, Visual Persuasion, 309-332

 

W         11/9    

 

F          11/11  

 

 

Week 12

M         11/14   Ch. 16, The Ethics of Persuasion, 357-377

 

W         11/16

 

F          11/18   Exam Two

 

 

Week 13

M         11/21

 

W         11/23   THANKSGIVING BREAK

 

F          11/25   THANKSGIVING BREAK

 

 

Week 14

M         11/28  

 

W         11/30

           

F          12/2    

 

 

Week 15

M         12/5

           

W         12/7

           

F          12/9

 

Portfolios Projects due during Final Exam Period: Friday, December 16, 1:30-4:30 p.m.

 

 

SS       12/10-11          Review Days

M-S      12/12-17          Final Exams

 

 

 

 

 

tlauder 08/2005