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Application Paper 2

You live in a world that is constantly trying to persuade you! Marketing often times uses a variety of persuasion techniques, primarily arguments, to persuade you to buy, subscribe or like something.

For your second application paper you will examine an advertisement of your choosing.

This can go one of two ways you can:

1. Look for an ad that creates a strong argument and describe the strategies used,

i.e., http://youtu.be/6eXfvRcllV8 or

2. Look for a controversial ad and put forth a criticism of the approach.

https://www.youtube.com/watch?v=5zWB4dLYChM

https://www.youtube.com/watch?v=GEWky9PEroU

For this essay, make sure you adhere to the following requirements:

I. Write using complete sentences avoid colloquial language, contractions, and abbreviations.

II. Organize your writing and establish a clear structure to aid the development of your argument.

III. In the first paragraph clearly identify what your argument is.

a. For example: The purpose of this paper is to expose the bandwagon fallacy promoted in the opt-out advertisement.

b. The purpose of this paper is to discuss the use of pathos as part of an advertising strategy for the ASPCA.

IV. Establish a thesis for your paper.

V. Include terms, theories, fallacies that we have discussed in class and in your readings of the text.

VI. Adhere to the 2 to 3 page requirement.

VII. Include a reference page in addition to parenthetical citations I.e. (ASPCA, 2013).

The suggested format for this essay involves the following:

1. Introduction-

a. Describe the advertisement.

b. Establish your argument in support or criticism of the ad

c. Explicitly state the thesis and purpose statement for your paper.

2. Body

a. Provide warranted information to describe the effectiveness of the advertisement.

b. Give a detailed and warranted description of your argument.

c. Provide your analysis of the argument made by the ad or the fallacies it used.

3. Conclusion

a. Closing remarks regarding the “lessons learned” through writing this paper.

b. Do not simply restate the main points of your paper!

If you need help please feel free to see me during my office hours or by appointment.

***This assignment is due November 18th 2014***