COURSE:
Persuasion
PROFESSOR
Dr. Web Drake
Semester:
Credit:
Location:
Time:
Office:
Office Hours:
E-mail:
Phone:
Spring, 2009
3 semester hours
Jennings, 225
MWF, 9:00-10:00
Jennings 313
M 10:00-12:00, T 12:15-1:30; WF 11-00-12:00
wdrake@uu.edu
(O) 731-661-5961
COURSE DESCRIPTION
This course is a study of theories, strategies, and applications relating to persuasion. Students
examine rhetorical address, advertising, public relations, interpersonal communication, and political
communication. Topics include language, ethics, audience-analysis, imagery, culture, reasoning,
credibility, and motivation.
RATIONALE
Persuasion is inescapable, pervasive, and inevitable. It is in intrapersonal, interpersonal, small
group, public and mass communication. It takes place in every field of study, in every walk of life,
and in every human endeavor. Understanding its principles is vital for the both sides of the
interaction. This class prepares students to analyze, critique, construct, and utilize a variety of
persuasive techniques in a variety of communication settings. It is specifically geared towards the
field of communication but has applications to every major and course of study.
COURSE OBJECTIVES
The primary learning objectives of this course are:

To understand the pervasiveness of persuasion in the modern world.

To understand several ethical approaches and standards in the field.

To be able to implement Rank’s model as a critical receiver of persuasive messages.

To understand several quantitative and qualitative theoretical approaches to persuasion.

To understand several theories of language and symbol use.

To understand process, content, and cultural premises.

To be able to identify and develop persuasive messages and campaigns.

To be able to identify media and advertising’s use of persuasion and propaganda.
STATEMENT OF FAITH AND LEARNING
As Christians, our Great Commission is to go forth and persuade. As such, it behooves us to study
the process- to learn its theory and application, to improve our capacity to execute it, and to
recognize its various means and ends. Like our Savior, we must engage the world in terms that
start where they are and are capable of moving them to where we are. At the same time, we must
understand modern theories of persuasion so that we can utilize every possible means in our
interactions with the world. It is my position that no person of influence can be great, under any
circumstance, without a foundation based on the principles of Christianity- trust, goodwill, concern
for the audience, etc. No class or instruction in persuasion can be separated from the fundamental
principles of Christianity, nor from He who inspires them.
PREREQUISITES
None
DISCLAIMER
Although I expect to conduct the course according to the following, I reserve the right to make
modifications if circumstances dictate.
ACADEMIC INTEGRITY
Union University students are expected to be honest. Please refer to the Student Handbook and
the page three of this syllabus
REQUIRED MATERIAL
Larson, Charles U. (2007). Persuasion: Reception and Responsibility (11th Ed.). Belmont, CA:
Wadsworth Publishing Co.
PARTIAL BIBLIOGRAPHY
Robert Baum. Logic.
Kenneth Burke. A Grammar of Motives.
Timothy A. Borchers. Persuasion in the Media Age.
James P. Dillard and Michael Pfau. The Persuasion Handbook.
Walter Fisher. Human Communication as Narration: Toward a Philosophy of Reason, Value, and
Action.
Em Griffin. The Mind Changers.
Andrea A. Lunsford and John J. Ruszkiewicz. Everything’s an Argument.
Daniel O’Keefe. Persuasion.
ADA COMPLIANCE STATEMENT
In compliance with the Americans with Disabilities Act, I will make appropriate accommodations to
meet documented needs. In addition, beyond the scope of ADA, there may be other
accommodations that I would be willing to make given your individual situation or need. Please
talk with me about your individual requests following the first class meeting.
COURSE POLICIES
Code of Conduct
Behavior
You are expected to conduct yourself in a thoroughly business-like manner. Turn off
all cell phones. If you use it in any manner during class, you will be counted
absent for that day. Do not bring food or drink into the classroom. You should
treat your fellow learners and the process with the dignity they deserve.
Dress
Union strives to maintain a Christian environment, and the classroom is a place of
business. You should dress accordingly. Hats and low-cut tops and/or pants are not
permitted. Professional attire is expected during all presentations.
Attendance
This is a participation class, and your attendance is vital to your education. Each
absence will result in a lower grade due to missing elements in your
portfolio. Being later than ten minutes constitutes an absence and material from
that class will not be accepted.
Evaluation
You will be evaluated on the following:
Class
10%
Précis on Handbook Chapters
10%
Précis on Journal Articles
10%
Premise Reports
Process Premise
10%
Content Premise
10%
Cultural Premise
10%
Persuasive Speech Analysis
10%
Campaign Project
10%
Test 1
10%
Test 2
10%
Your work in this course will be graded on the following scale:
A, reserved for exceptional work
93-100
B, above average work
85-92
C, average work (the norm)
78-84
D, below average work
70-77
F, failing work
below 70
Written Assignments
You will have several written projects due in this class. I will grade your written projects on
style as well as content.
*
All written assignments should be typed and double-spaced in "Standard U.S.
English."
*
Each paper should have your name, class, and the assignment name in the upper
left-hand corner of the first page.
Make-Up Policy
Presentations
Students with unexcused absences cannot make up presentations. Students with
excused absences will be accommodated at my earliest convenience. This means
you must be prepared to present until you get the opportunity.
Papers and Daily Grades
Papers, class activities, and assignments will be penalized ten points for EVERY
CLASS DAY that they are late. Nothing will be accepted over one week past its due
date.
INSTRUCTIONAL PROCEDURES/TECHNIQUES
Lecture
Class Discussion
Class Activities
Examinations
Readings
Debates
MISCELLANEOUS INFORMATION
*
*
Classroom communication
*
If you have not already done so, please join Facebook. Then join the group,
“Persuasion at Union”
*
All group notifications will go out through Facebook. There may be occasions where I
will need to tell you about a class or assignment outside of class.
Extra credit opportunities for the semester include, but are not limited to:
*
Participation on the UU Debate Team.
*
Attendance of or participation in the semester’s theatrical productions
*
Attendance of any of the lectureship series across the campus
*
Memorization of a chapter of scripture. The chapter has to be at least 10 verses
long, and you can’t miss more than 5 words. You can perform the first one for me
before or after class, but all others must be done in front of the class. Each chapter
is worth 1 point on your final grade. You can do up to 7 chapters.
*
Reading all or a portion of the selections in the Partial Bibliography list and writing a
brief summary. Points are commensurate with effort.
PLAGIARISM/MISREPRESENTATION POLICY
Plagiarism, words copied directly from another source or another individual and presented as your
own work in a paper, project or presentation; or to present as new an idea derived from an
existing source, is a violation of honesty and academic integrity standards and policies of
Union University and the Department of Communication Arts.
Misrepresentation, an intentional or negligent false representation of academic work, such as
presenting fictional material in a paper, project or presentation while failing to tell the
audience or reader the material is not true; or the citing of non-existent sources in an
academic paper, project or presentation, is a violation of honesty and academic integrity
standards of Union University and the Department of Communication Arts.
A single instance in any paper, project or presentation of any of the above is a violation of
academic integrity according to Department of Communication Arts policy. The Department
of Communication Arts has established the following penalties for confirmed cases of
plagiarism and/or misrepresentation:
FIRST OFFENSE: Automatic score of 0 (zero) on the paper, project or presentation.
SECOND OFFENSE: Automatic failure of the course.
THIRD OFFENSE: Automatically turned over to the Dean of Arts and Sciences and the Provost with
a recommendation of dismissal from the university.
All confirmed cases of plagiarism and/or misrepresentation will be shared with the department
chair, the student’s faculty advisor and all Communication Arts professors (per departmental
policy), and reported to the Dean of Arts & Sciences and the Provost (as required by Union
University).
All students taking Communication Arts classes are required to read a handout and sign a
document stating that you understand the policies and penalties of the
Communication Arts department concerning plagiarism and misrepresentation.
Failure to do so will result in the loss of four points off of your final course average.
TENTATIVE SCHEDULE
Day
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
Date
Feb 4
6
9
11
13
16
18
20
23
25
27
Mar 2
4
6
9
11
13
16
18
20
30
Apr 1
3
6
8
13
15
17
20
22
24
27
29
May 1
4
6
8
38
39
40
41
11
13
15
20, 8:00
Class Activities, Activities Due, etc.
Introductions
Chapter 1: Defining Persuasion
Chapter 1: Defining Persuasion
Chapter 1: Defining Persuasion
No Class- Debate
Précis Reports on Handbook Chapters
Chapter 2: Ethics
Chapter 2: Ethics
Chapter 3: Traditional and Humanistic Approaches
Chapter 3: Traditional and Humanistic Approaches
No Class-Debate
Chapter 4: Social Scientific Approaches
Chapter 4: Social Scientific Approaches
Précis Reports on Journal Articles
Chapter 7: Process Premises
Chapter 7: Process Premises
No Class-Debate
Chapter 5: Symbols
Chapter 5: Symbols
Process Premise Reports
Chapter 8: Content Premises
Mid-Term Exam
No Class- Debate
Chapter 8: Content Premises
Chapter 6: Tools for Analysis
Chapter 6: Tools for Analysis
Content Premise Reports
Chapter 10: Nonverbal Messages
Chapter 9: Cultural Premises
Chapter 9: Cultural Premises
Chapter 11: The Campaign or Movement
Chapter 11: The Campaign or Movement
Cultural Premise Reports
Chapter 12: Becoming a Persuader
Chapter 13: Modern Media
Chapter 13: Modern Media
Chapter 14: Advertising
Persuasive Speech Analysis Due
Chapter 14: Advertising
Campaign Project Reports
Campaign Project Reports
Final Exam