Designing an advertisement for Tusculum College

Persuasive Video
The goal of this project is to create a short video (no longer than five minutes in length)
using Microsoft Movie Maker promoting the public good. As a student of social
psychology you will be asked to apply your knowledge of changing people’s attitudes
and behaviors in a way that benefits the community. You have the opportunity to
complete this portion of the project with a group. If you choose to work with a group, you
will decide upon an organization or civic action to promote (e.g., specific organizations
like the Red Cross, or behaviors related to things that affect us all like health or the
environment). Whether you work with a group or not, in addition to the video, each
person will turn in a six to eight page paper (in APA format) using concepts from social
psychology reflecting upon the production of the video and explaining from a theoretical
perspective why it should be an effective means of persuasion. Your explanation should
include a thorough discussion of the principles of persuasion and influence (e.g.,
modeling, reinforcement, dissonance, elaboration likelihood model to name only a few
possible concepts) that underlie your persuasive techniques. If you worked in a group be
sure to address concepts from group dynamics and group processes (e.g., social loafing,
social facilitation, and group think) as they relate to the construction of your video. What
steps did your group do to maximize the benefits of working in a group and minimize the
down side to group work? Your paper should include four references in addition to your
text and should address at least five of the terms addressed below.
Note, in considering whether the advertisement was effective, it may be worth thinking
about yourself as well as others as the target of persuasion.
Possible key terms:
1. Elaboration Likelihood Model
2. Heuristic-Systematic Model
3. Source, Message, and Audience Characteristics (Yale Message Learning approach)
4. Attitude Function (functional analysis of attitudes)
5. Classical Conditioning
6. Operant Conditioning
7. Attitude strength and direct experience
8. Attitude Accessibility
9. Theory of planned behavior
10. Reactance Theory
11. Dissonance Theory
12. Self Perception Theory
13. Fear Appeals
14. Theory of Protective Motivation
15. Empathic Concern and Altruism/negative state relief
16. Social Facilitation
17. Social Loafing
18. Cooperation and conflict resolution
19. Procedural Justice
20. Groupthink
21. Leadership
Ethics of Social Responsibility Rubric
Students will apply their skills and knowledge to engage in activities that
benefit the community and promote social justice.
Individual and Community
5. Displays ethical behavior in social settings and fosters interdependence of
individuals and groups.
3. Demonstrates basic understanding of ethical issues and understands that the
personal and the social are interrelated.
1. Fails to understand ethical issues or appreciate the interrelationship between the
personal and social realms
Civic Responsibility and Social Change
5. Shows understanding of complexity of social change and acts responsibly to
help bring about change.
3. Demonstrates some understanding of process of social change and occasionally
acts on it.
1. Fails to appreciate the complexity of social change; unwilling to engage in
activities to promote the common good
Diversity and the Common Good
5. Promotes the virtues of diversity and actively seeks the common good.
3. Recognizes issues of diversity and cultural differences and sometimes takes
them into consideration when taking action
1. Generally indifferent to issues of diversity and uncommitted to the common