Description
Assignment Description:
Find a persuasive poster and analyze it in 450?500 words according to the following criteria:
Part 1
– Describe the poster
– What needs does it address (Maslow and alternatives)
– What benefits does it highlight
Part 2
– What rhetorical appeals is it using (ethos, pathos and logos)
– Is it successful in communicating the message.
– What would you change to improve the poster.
Deliverables:
– The assignment is to be uploaded on blackboard as as a word document
ad for mouve or a famous carecter ad poster
Week 6:
Rhetoric
?
Rhetoric
?
Types of rhetoric
?
Persuasive appeals
?
Issues to be aware of
?
Exercise
Introduction
Aristotle and Rhetoric
Rhetoric is the art of seeing the available means of persuasion
? 3 types of rhetoric
? Forensic or judicial rhetoric: judgement about the past
? ceremonial rhetoric: praise and value statements about the
present
? Deliberative or political rhetoric: whether an actions should or
should not be taken in the future
? 3 main types of persuasive appeals: Ethos, Pathos and Logos
Why do we
learn
rhetoric
To develop our critical thinking
skills
To write better copy
To make our arguments more
persuasive
Rhetorical fallacies
Logical fallacies (logos)
Emotional fallacies (Pathos)
Ethical fallacies (Ethos)
? The false cause?
? Affirming the consequent?
? confusion of necessity and sufficiency?
? Strawman?
? Salma: We should use less plastic
? Salma wants to criminalize the use of plastic
? Circular arguments?
? Everyone loves Mohammad, because he is so popular
Ethos
The attributes of the speaker
Highlighting your credibility
Using a celebrity
Endorcements
Pathos
? Appeal to emotions
? Happiness, fear, anger,
sadness, or excitement
Logos
? The use of logic
Which fallacy are they using?
? The use of data and statistics
? The Appeal to common sense
Which rhetorical appeals are
they using?
Content
?
Recap
?
Understanding consumer
behavior
Ad of
the Day
Week 3:
Understanding
Consumer
Behavior
?
5 stages of consumers decision making
?
Maslow?s continued
?
Criticisms and adaptations
?
Settle and Alreck?s Shopping List of Needs
Maslow?s Hierarchy of Needs:
Can you guess theneed?
Maslow?s Hierarchy of Needs:
Can you guess theneed?
Maslow?s Hierarchy of Needs:
Can you guess theneed?
How many needs are satisfied in
the picture?
How to better address consumer’s needs?
? Prepare a customer needs statement
? Utilize a market segmentation report
? Understand your competition
Consumer needs statement
Criticisms and adaptations
? Although useful it has many criticisms
including being culture and age
bound.
? Settle and Alreck argue that it
is too narrow when applying them
to the myriad of different products ava
ilable in the marketplace.
? Settle and Alreck extend Moslawto 15
key needs
SettleandAlreck?sShoppingListofNeeds
? 1. Achievement: the need to
exercise one?s skills, the need
to perform difficult tasks.
Settle and Alreck?sShopping List of Needs
? 2. Independence: the need to be
autonomous, have options, be different
or stand out.
Settle and Alreck?sShopping List of Needs
? 3. Exhibition: The need to gain public
attention, show off, be noticed.
Settle and Alreck?sShopping List of Needs
? 4. Recognition: The need to be highly regarded
by others, to be held up as a good example.
Settle and Alreck?sShopping List of Needs
5. Dominance: The need to exercises
power over others, direct and
supervise, have influence.
Settle and Alreck?sShopping List of Needs
? 6. Affiliation: the need to be closely
associated with others, the need for
relationships.
Settle and Alreck?sShopping List of Needs
7. Nurturance: the need to provide
care for others, to have and protect.
Settle and Alreck?sShopping List of Needs
? 8. Succorance: the need to receive help from
others, be comforted, be encouraged and
supported.
Settle and Alreck?sShopping List
of Needs
? 9. Attractiveness: The need to be attractive to others and
develop intimate relationships.
Settle and Alreck?sShopping List of Needs
? 10. Stimulation: the need to stimulate the
senses, engage the body and mind, pursue
vigorous activity- be active.
Settle and Alreck?sShopping List of Needs
? 11. Diversion: the need to relax, have fun, escape
from routines, be entertained.
Settle and Alreck?sShopping List of Needs
? 12. Novelty: the need to alter routine, be
surprised, acquire new skills, have new and
different experiences.
Settle and Alreck?sShopping List of Needs
? 13. Understanding: the need to alter
comprehend, teach, learn, discover patterns
and make connections.
Settle and Alreck?sShopping List of Needs
? 14. Consistency: the need for
order and cleanliness, stability,
avoid ambiguity, make accurate
predictions.
Settle and Alreck?sShopping List of Needs
? 15. Security: the need to
be free from fear, feel safe
and protected, avoid
accidents, acquire assets.
Assignment 1 (Deadline February 13)
Assignment Description:
Find a persuasive poster and analyze it in 450?500 words according to the following criteria:
?Part 1
– Describe the poster
– What needs does it address (Maslow and alternatives)?
– What benefits does it highlight?
Part 2
– What rhetorical appeals is it using (ethos, pathos and logos)?
– Is it successful in communicating the message.?
– What would you change to improve the poster.
Deliverables:
– The assignment is to be uploaded on blackboard as as a word document
–
Purchase answer to see full
attachment
