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Premise Report

04 Apr

Premise Report
COM 6504 – Persuasion
Introduction
In constructing persuasive discourse, persuaders usually look for major premises, which audiences
believe or accept: logical premises, psychological premises, cultural premises, and nonverbal premises.
(Each of these major premises will be discussed in class by the professor. Use this information in guiding
your research for the premise report.)
Logical Premises – are frequently based on the unique ability of people to analyze, to systematize,
and to think logically. These abilities enable people to connect the claims we want others to believe
with the evidence we offer for support of those claims.
Psychological premises – rely on the psychological or emotional needs experienced by most people.
These felt needs, real or imagined, may become motivating facts for change, and thus are useful
tools for the persuader.
Cultural premises – rely on culturally held values and beliefs. These values and beliefs are often
widely accepted and deeply felt and are therefore useful when appealed to by the persuader.
Nonverbal premises – are similar to cultural premises in that both are taught by our culture. The
difference between nonverbal premises and cultural premises is that nonverbal is seldom carefully
analyzed and they occur at a very low level of awareness.
General Objective
Your objective in this assignment is three fold:
1. To discover and apply some logical premises of persuasion. You may focus either on appropriate or
inappropriate uses of logical premises so long as adequate explanation is made.
2. To discover and apply psychological premises of persuasion that relate to needs, attitudes, and
consistency.
3. To discover cultural and nonverbal premises of persuasion.
Specific Task
1. Investigate and prepare the following:
a. For logical premises:
i. Review various advertisements (at least five) for a single product (note: not
necessarily a single brand of a product) and compare the content premises utilized
in the advertisements. This part of your report should attempt to 1) identify types
of evidence used in the advertisements and 2) explain the enthymemes that may be
supporting the advertisements.
ii. Review at least three editorials or similar text intended for persuasion. Explain the
likely content premises of each of these by identifying and explaining the evidence
and reasoning and relating it to an anticipated consumer. In this part of the report
attempt to format syllogisms which capsulate the argument of the text.
b. For psychological premises:

i. Review various advertisements (at least five) for a single product (note: not
necessarily a single brand of a product) and compare the process premises utilized
in the advertisements.
ii. Review at least three advertisements for a single brand of product. Explain the
likely process premises of each of these advertisements by identifying the appeal
and relating it to an anticipated consumer. Your analysis should include a critique
using concepts learned from the theoretical premises already discussed in the class.
c. For cultural & nonverbal premises:
i. Select newspaper and magazine advertisements that demonstrate particular
appeals to the cultural premises.
ii. Select enough advertisements so they reflect appeals to at least five different
cultural premises.
iii. Next select advertisements, which reflect consideration of nonverbal elements of
persuasion. Select at least three different categories of nonverbal to analyze in
these advertisements.
2. Record your findings in a paper (approximately 10-15 pages) along with the advertisement and text,
to your instructor.
a. No abstract necessary.
b. Must have a title page.
c. Copies of the advertisements, editorials, etc. must be appended to the end of the paper.
d. Paper must be submitted electronically via Moodle.
Evaluation
The grade you receive on this assignment is determined from four items, each of which is separately
evaluated:
the sources of your reports-the advertisements 10%
the written report 70%
oral report 20%
total points 100%

 
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Posted by on April 4, 2017 in Academic Writing

 

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