Persuasion and Rhetoric
La Sierra University
Monday 6:30 PM – 9:50 PM
INSTRUCTOR
Carl Christman MA
www.carlism.com
COURSE DESCRIPTION
4 units
An introduction to the practice and psychology of persuasion in marketing,
propaganda, and strategic communication. This course is designed to
examine persuasion tactics that are effective in changing attitudes and
behaviors in different situations. Includes oral and written evaluations of
persuasive materials and personal assessments where students hone
their practical skills in persuasion.
TEXTBOOK
Cialdini, Robert. Influence: Science and Practice (5th Edition). Boston: Pearson
Higher Ed. 2009.
CLASS EXPECTATIONS
Be on time for class.
All cell phones must be turned off during class.
Be respectful of other class members and their presentations.
All assignments must be appropriate for the entire class.
All assignments should be the original work of the student.
Put your name (as it appears on the roster) on all assignments.
STUDENT LEARNING OUTCOMES
1. Read and listen perceptively, analytically and empathically
2. Write effectively for a variety of styles and genres
3. Analyze and critically evaluate texts
5. Demonstrate knowledge of basic rhetorical and/or critical perspectives ranging
from classical through contemporary innovations
6. Retrieve, evaluate and employ information
University-Wide
La Sierra University graduates will be
able to:
1. Demonstrate general and
discipline-specific knowledge and
skills
2. Acquire, critically evaluate, and
synthesize information
3. Understand and appreciate
differences
4. Communicate effectively with
others
5. Act in ethical and sociallyresponsible ways
6. Demonstrate knowledge about
Seventh-day Adventist heritage,
culture and values
7. Reflect on their spiritual lives and
development
Department of English and
Communication
Students will demonstrate abilities to:
1. Read and listen perceptively,
analytically and empathically
2. Write effectively for a variety of
styles and genres
3. Design and deliver effective
presentations
4. Analyze and critically evaluate texts
5. Demonstrate knowledge of basic
rhetorical and/or critical perspectives
ranging from classical through
contemporary innovations
6. Retrieve, evaluate and employ
information
GRADING INFORMATION
Projects may not be made up after the due date.
Your name (as it appears on the roster) must be on all assignments.
GRADING CRITERIA
Participation
Debate
Chapter presentation
Propaganda
Presidential debate
Persuasion project
Final test
Total
GRADE WORKSHEET
10%
15%
15%
15%
15%
15%
10%
100%
x 1.5
x 1.5
x 1.5
x 1.5
x 1.5
x 1.5
=
_____
_____
_____
_____
_____
_____
_____
_____
A = 93% - 100% A- 90% - 92% B+ = 87% - 89% B = 83% - 86%
B- = 80% - 82% C+ = 77%- 79% C = 73% - 76% C- = 70% - 72%
D+ = 67% - 69% D = 63% - 66% D- = 60% - 62% F = 0% - 59%
COURSE OUTLINE
September 21
Introduction to class & group introductions
September 28
Persuasive theory & Logical fallacies
Chapter 1: Weapons of Influence
October 5
Class debate
Chapter 2: Reciprocation
October 12
No class
October 19
The Rhetoric of Hitler’s Battle & Freedom Fries
Chapter 3: Commitment and Consistency
October 26
Why we Fight
Chapter 4: Social Proof
November 2
Culture of Fear
Chapter 5: Liking
Propaganda paper and presentation due
November 9
Election day – Political persuasion
Chapter 6: Authority
Presidential debate paper and presentation due
November 16
The Persuaders
Chapter 7: Scarcity
November 13
No class – Thanksgiving break
November 30
Persuasion proposals and work on project in class.
Chapter 8: Instance Influence
December 2
Persuasion project presentation
Final exam
Chapter presentations
Each person will do a fifteen-minute presentation on one of the chapters in the
book Influence: Science and Practice. This presentation will be done on the date
listed in the syllabus. You will present the content in the chapter as best you can
and please try to incorporate information and examples from outside the text. No
paper is required, but you will turn in a presentation outline.
Presidential debate paper and presentation
You will be doing a 3-5 page paper and five minute presentation on one of the
presidential debates. Based on the theories covered in class and in the textbook,
how did each candidate and or party work to persuade the audience? Feel free to
include speeches leading up to the debate by the candidates or their proxies.
You may also consider the post-debate spin.
Propaganda paper and presentation
You will be doing a 3-5 page paper and five minute presentation on either Hitler’s
use of propaganda in Mein Kampf, as discussed in The Rhetoric of Hitler’s battle
that will be passed out in class. Please discuss how these very effective pieces
of historical propaganda worked and what we can learn from their execution.
Also focus on any parallels to more contemporary propaganda, such as other
wars.
Persuasion project
In pairs you will be putting together a project where you will attempt to persuade
a group, either at La Sierra or in the local community, about anything you care
about. It can be about a political or social issue that you care about. You may
also try to persuade people about a product or service. No paper is required, but
you will present a proposal to the class on this topic and turn in your proposal.