Persuasion Syllabus

	Communication Studies COMS 322	Spring 2012
Office: F.O.B. 11N	Dr. Steven T. McDermott	Email:smcdermo@calpoly.edu

Persuasive theory including methods of attention, suggestions, motivation, and adaptation employed to influence feelings, attitudes, change and action. Critical analysis of persuasive discourse. Prerequisite: Completion of G.E., Area A.

Main Objective:

This course is designed to familiarize the student with the current theoretical and conceptual underpinnings of the process of persuasive communication in contexts ranging from public communication to interpersonal. It is a "how to" course only in the broadest sense in that there is a final project that requires the application of the principles of audience analysis, message design, and evaluation. The student will need to bring to the course a keen interest in dissecting the persuasion process.

There will be two short answer, fill-in, and mutliple choice exams over lectures, discussions, and readings. Each is worth 30% of your final grade. The final exam is cumulative.

You and 2 partners will be responsible for the complete analysis of a current, significant persuasive campaign that is noncommercial. This will require a theoretical analysis of the campaign messages, an assessment of the attitudes, beliefs, intentions, and behaviors of a sample of the targeted audience, and a thorough critique and recommendations for enhancing the campaign's effectiveness. This will result in a 20 page paper, accompanied by a presentation by each triad member near the end of the term. The paper will be done in three sections and then assembled as a final, complete paper. Section one will involve a description and theoretical analysis of the campaign. Section one will be a solo-written paper. Section two, written by the triad, will involve an assessment of the intended audience. Section three will be the final analysis based on the first two sections. Sections one and two will be worth 10% of the final grade. The complete paper will be worth 30% of the final grade. The final presentation is worth 5% from that total, and will be an individual grade.

All papers must follow the guidelines of the A.P.A. style manual. No late papers will be accepted under any circumstances. If any paper is not turned in on the due date, an F will be given for that portion of the paper.

From time to time, the class will analyze various persuasive messages, and will be given homework assignments that will be due on the following day or days of class. All of these assignments must be completed to receive a C or better in the course. Each student is responsible for keeping up with class, so s/he must get the assignment from a classmate if class is missed. The instructor will not repeat the assignments outside of class.

· Attendance. Attendance will be taken at the instructor's whim throughout the term. Tardiness counts as an absence. More than three absences will result in a full letter grade subtraction for the final grade.

· Electronic Devices. Electronic devices that may interrupt the class sessions such as cell phones are not allowed unless it is necessary for a documented disability.

· Exams. Exams may be made up, but only for medically verifiable excuses (the campus health center does not count as one). The final exam date is fixed by the university; no early exams will be given under any circumstance.