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ERIC Number: EJ888794
Record Type: Journal
Publication Date: 2007-Jul
Pages: 6
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-1740-4622
Persuasion in Advertising: Analyzing One of the Public Faces of Corporations
Lemesianou, Christine A.
Communication Teacher, v21 n3 p87-92 Jul 2007
Today's communication and information environments create an immense amount of clutter for consumers, but a well crafted advertising campaign can differentiate an organization from its competitors. Persuasion in Advertising is a critical assignment where students apply Aristotle's and Cicero's persuasive techniques to a specific advertising campaign run by a large, multinational corporation or nonprofit organization. Students prepare a 10-12-page paper deconstructing the persuasive strategies utilized in advertising campaigns to create a public image for a corporate or nonprofit entity, its services, and/or products. For this assignment, students are required to conduct research into the history, mission, and public activities of the corporation and subsequently focus on a specific advertising campaign that reflects the corporation's market positioning and activities. The applied nature of this assignment to a current, tangible case study assists students in actively synthesizing communication and persuasion concepts, and evaluating the effectiveness and ethicality of persuasive strategies in the context of commercial advertising. This assignment can be used in such courses as Persuasion, Advertising, Organizational Communication, Public Relations, Media and Society, and Public Communication. [A list of references and suggested readings is included.]
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Publication Type: Guides - Classroom - Teacher; Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A