Name:
Period:
Creating an Advertisement—Test Grade (Pre-AP)
Goal: Apply your knowledge of rhetorical appeals and propaganda techniques to create an effective
advertisement for a product or service that would appeal to a character in To Kill a Mockingbird.
Assignment:
1. Reflective Paragraph–Explains why the product will appeal to your character. You will provide text
evidence from the novel to support the need/desire for this product, and you will also justify the
rhetorical appeal and propaganda techniques that you use for your advertisement.
2. Argumentation Paragraph–Argument or “commercial” you will present to your target audience to
persuade him/her to buy your product or service; sometimes called a “sales pitch.”
3. Ad Graphic–One-page ad graphic based on a magazine page, billboard, or newspaper advertisement
format.
Step 1 – Identify your target audience.
1. Which TKAM character are you targeting?
2. What problem (or need) will your product/service solve for this character?
3. What age range does this character fall into?
4. What gender is this character?
5. What economic status does this character have?
6. What level of education does this character have?
Primary rhetorical appeal that you PLAN to use (circle one):
Ethos (ethical/credibility)
Pathos (emotional)
Logos (logical)
Primary advertising techniques that you PLAN to use (circle 1-2)
Bandwagon
Glittering Generalities
Facts and Figures
Testimonial
Transfer
Avant-garde (Individuality)
Plain Folks
Name Calling
Snob Appeal
Logical Fallacy
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Name:
Step 2: Reflective Paragraph Planning
1. The TKAM character this ad will target is
2. (Product/service name) ________________________________________________ would appeal to (character)
_________________________ because (describe problem or need it solves)
.
.
3. In fact, the text states (use a text evidence quote )“
___________________________________________________________________________________________
________________________________________________________________________.”
4. The rhetorical appeal that would work best with this character and product/service is
__________________ because
.
5. This can be proven by (use a text evidence quote; or a description of events and/or character’s thoughts)
.
6. The propaganda techniques that would work best with this character and product/service are
____________________________and ______________________________ because
.
Sketch a rough draft of the ad you envision (turn sideways for vertical ad).
STOP: Checkpoint #1–Daily Grade
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Name:
Argumentation Paragraph–“Elements of an Argument” Planning Page
Plan an argument convincing your target audience that this product is the best choice for him/her.
Target audience (character from To Kill a Mockingbird):
Product or service:
Problem or need that it solves:
Hook:
Write a sentence or
question that grabs
the reader’s
attention—that shows
you understand their
problem.
Claim:
Write a clear,
straightforward
statement of your
argument (what your
product/service will
do to solve the
problem).
Concessions and
Refutations:
Write 2 statements—
one describing the
opposing viewpoint
(concession) and then
another that explains
how your argument is
better (refutation).
(“Some say…BUT
mine wins because.”)
Support:
Give 2-3 reasons
proving your
argument/claim.
Appeals can be logical
(logos), emotional
(pathos), or
credibility-based
(ethos) support.
Concession:
Refutation:



Call to Action:
Write a brief closing
statement with a final
call for action
(probably includes
ideas from your hook
and claim).
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The Argument Paragraph (Rough Draft)
Peer Conference
Examine the advertisements in your group and answer the following questions as you discuss them. If the
rhetorical appeal or advertising technique is unclear, you’ll need to revise before your final draft. Look at the
argument paragraph and the rough sketch of the ad; compare these to the 5 argument elements.
1. What information is included that appeals to the character as a buyer?
2. What advertising techniques are used to motivate the character to buy the product/service?
3. How is a rhetorical appeal used to persuade the character to buy?
4. Does my rough sketch of the ad’s visual match my argument paragraph and its 5 elements?
My notes on what I need to revise in my ad materials:
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Name:
Final Drafts
Argument Paragraph
Reflective Paragraph
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Name:
Period:
Date:
Rubric: Creating an Advertisement—Test Grade (Pre-AP English I)
Draw your ad visual (magazine, newspaper, billboard-style)
on a piece of white printer paper (8.5” x 11”); attach.
Primary rhetorical appeal used in FINAL version of your ad (circle one):
Ethos (ethical/credibility)
Pathos (emotional)
Logos (logical)
Primary advertising technique(s) used in FINAL version of your ad (circle 1-2)
Bandwagon
Glittering Generalities
Facts and Figures
Testimonial
Transfer
Avant-garde (Individuality)
Plain Folks
Name Calling
Snob Appeal
Logical Fallacy
Argument Paragraph
Ad’s Visual Appeal, Correctness
50
Elements of an Argument: Excellent use of elements of argumentation.
Compelling and well-written. Maintains focus on target audience (character)
to solve a problem/fill a need.
Rhetorical Appeal: Clear and consistent purpose with skillful use of
rhetorical appeal.
Advertising Techniques: Creative and skillful use of advertising techniques
showing depth of insight into the character.
Colorful; creative; obvious effort
involved.
No (or very slight) errors in GUMS*.
Advertisement is consistent with the
argument paragraph.
45
Elements of an Argument: Good use of elements of argumentation.
Effectively written. Effectively targets audience (character) to solve a
problem/fill a need.
Rhetorical Appeal: Clear purpose; good use of rhetorical appeal.
Advertising Techniques: Good use of advertising techniques showing an
understanding of the character.
Obvious effort involved.
A few minor errors in GUMS.
Advertisement is mostly consistent with
the argument paragraph.
40
Elements of an Argument: Attempts to use of elements of argumentation.
Attempts to target the character to solve a problem/fill a need.
Rhetorical Appeal: Clear purpose with an attempt to use a rhetorical appeal.
Advertising Techniques: Attempts to use advertising techniques.
35
Elements of an Argument: Attempts to use of elements of argumentation but
is mostly ineffective. Unsuccessfully tries to target the character to solve a
problem/fill a need.
Rhetorical Appeal: Unclear purpose and/or audience. Ineffectively attempts
to use a rhetorical appeal.
Advertising Techniques: Ineffectively attempts to use advertising techniques.
Some effort Involved.
Some minor and few major errors in
GUMS.
Advertisement is somewhat consistent
with the argument paragraph.
Little effort involved.
Several major and minor errors in GUMS.
Advertisement is rarely consistent with the
argument paragraph.
30 and
Below
No evidence of rhetorical appeal.
No evidence of advertising techniques.
Lacks effectiveness.
*GUMS—grammar, usage, mechanics, spelling
Lacks evidence of effort.
Many errors in GUMS detract from
meaning.
Ad is NOT consistent with argument
paragraph.
Total ____________ X 2 = _________________ Test Grade
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