Campaign Project: Theory

The first portion of the Campaign Project was to select the topic, research and planning. This is the second
portion of the Campaign Project in Principles of Persuasion. You will now use the theories we’ve learned in
class to explain how and why your Campaign Project should be effective in persuading your target audience.
Think about the theories of persuasion that we’ve discussed in class. Select at least one – but possibly more –
that you can use to justify your Campaign Project. This theory should help you create an argument for why
your campaign issue and proposed strategy should be meaningful and persuasive to your proposed audience.
Essentially, you’ll need to use a theory of persuasion to justify how and why your persuasive messages will
work for the audience and issue you’ve selected. You should draw on the Research and Planning portion of the
Campaign Project to inform your use of theory.
The Theory portion of the campaign project should illustrate your ability to apply persuasion theories in an
actual persuasive environment. First, you should explain the theory you’ve selected (please select from the list
provided below). How does this theory operate in persuasive contexts? Write at least one paragraph explaining
the theory you’ve selected. Second, you need to explain how the theory supports your arguments as well as
your plan of action for your campaign. Write at least two paragraphs explaining how the theory you’ve selected
applies to the issue and audience you selected in your Research and Planning assignment. You are also
welcome to include ideas about how you will create your persuasive messages, but this is not required for this
assignment.
To illustrate the application of the theory you’ve selected, you’ll need to use sources that relate to your project
and support your arguments. You’ll need to include at least three sources to justify your use and application of
the theory (or theories).
Objectives
Select a persuasion theory (or theories) that applies to your Campaign Project
Explain the theory and how it operates in persuasive situations
Research the theory you’ve selected (use Google Scholar, Purdue Libraries, etc.)
Make an argument for how this theory supports your Campaign Project and its expected persuasive outcomes
Support your arguments with sources (at least three sources are required)
Use correct grammar, spelling, and punctuation
Length: 400-600 words
Theories of Persuasion (You must select one of these.)
Elaboration Likelihood Model (ELM)
Theory of Reasoned Action
Cognitive Dissonance
Extended Parallel Process Model (EPPM)
Social Judgment Theory
Expectancy Violations Theory
Inoculation Theory
Moral Foundations Theory
Social Cognitive Theory