Creating an Advertisement (English I)
Goal: Apply your knowledge of rhetorical appeals and propaganda techniques in order to create an
effective advertisement for a product or service that would appeal to a character in Speak
Assignment
1. Reflective Paragraph – This paragraph will explain why the product would appeal to your character.
You will provide text evidence from the novel to support the need/desire for this product, and you
will also have to justify the rhetorical appeal and propaganda techniques that you chose to use for
your advertisement.
2. Argumentation Paragraph – This is a sales pitch for your product that will appear in your
presentation.
3. PowerPoint Slide – The slide should be modeled after a billboard advertisement, newspaper
advertisement, or magazine advertisement. Choose 1. _______________________________
Step 1 – Identify your target audience.
1.
2.
3.
4.
5.
Which character are you targeting? ________________________________________________
What age-range does this character fall into? _______________________________________
What gender is this character? ____________________________________________________
What economic status does this character fall into? ___________________________________
What level of education does this character fall into?__________________________________
Step 2 – Complete the reflective paragraph planning page. (Page 2)

Which type of rhetorical appeal will you use to sell your product? Choose 1.
o Ethos (ethical)
o Pathos (emotional)
o Logos (logical)

Which types of propaganda will you use to sell your product? Choose 2.
o
Slogan
o
Logical Fallacy
o
Testimonial
o
Facts and Figures
o
Transfer
o
Individuality OR Bandwagon
o
Snob Appeal OR Plain Folks
o
Glittering Generalities OR Name
Calling
Page 1
Reflective Paragraph – Planning Page (Checkpoint – Daily Grade)
1. The character that this ad will target is _________________________.
▲ (Character Name) ▲
▼(Name of Product/Service)▼
▼ (Character Name) ▼
2. __________________________ would appeal to __________________________________ because
___________________________________________________________________________________
__________________________________________________________________________________.
3. In fact, the text states, “______________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
_________________________________________________________________________________.”
4. The rhetorical appeal that would work best with this character is __________________ because
___________________________________________________________________________________
__________________________________________________________________________________.
5. The FIRST propaganda technique that would work best with this character
is_____________________because______________________________________________________
___________________________________________________________________________________
__________________________________________________________________________________..
6. The SECOND propaganda technique that would work best with this character
is_____________________because______________________________________________________
___________________________________________________________________________________
__________________________________________________________________________________.
7. Closing Sentence(s): _________________________________________________________________
___________________________________________________________________________________
Page 2
Argumentation Paragraph – “Elements of an Argument” Planning Page
1.
“The Hook” – Hook the character by asking 3 questions. (Examples: Are you tired of…?
Have you ever…?)
_________________________________________________________________________________________________
_________________________________________________________________________________________________
2. “The Claim” – What is your product/service going to do for the character? Write 2 claim sentences that assert
how this product will help/benefit the character.
_________________________________________________________________________________________________
_________________________________________________________________________________________________
3. “Concessions and Refutations” – Acknowledge an argument or claim made by an opposing product or
company, and counter their claim by explaining why your product is better/more beneficial.
_________________________________________________________________________________________________
4.
“The Support” – Use 1 rhetorical appeal (ethos, pathos, or logos) and 2 types of propaganda to support your
product. THIS WILL GO IN THE PARAGRAPH AND ON THE FRONT OF THE POSTER.
1 Rhetorical Appeal: (3 Sentences) ______________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
Propaganda 1: (3 Sentences) ___________________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
Propaganda 2: (3 Sentences) ___________________________________________________________________________
_________________________________________________________________________________________________
_________________________________________________________________________________________________
5.
“The Summary/Call to Action” – Close out your sales pitch by encouraging the character to purchase your
product.
_________________________________________________________________________________________________
Page 3
This goes in the paragraph AND on the front of the poster.
This goes in the paragraph AND on the front of the poster.
_________________________________________________________________________________________________
Creating an Advertisement Rubric
Rhetorical Appeal Used (circle one)
Ethos (ethical)
Pathos (emotional)
Logos (logical)
Advertising Techniques Used (Circle 2)
Slogan
Testimonial
Transfer
Logical Fallacy
Snob Appeal
Plain Folks
Individuality
Bandwagon
Name Calling
Facts and Figures
Glittering Generalities
Argument Paragraph
50
Visual Appeal & Correctness
Elements of the Argument: Excellent use of the elements of argumentation.
Compelling and well-written.
Colorful, Creative, Obvious effort involved.
No or very slight errors in G.U.M.S.
Rhetorical Appeal: Clear and consistent purpose and audience with skillful
use of rhetorical appeal.
The advertisement is consistent with the
argument paragraph.
Advertising Techniques: Creative and skillful use of advertising techniques
showing depth or insight into the character from independent reading.
45
Elements of the Argument: Effectively targets character from independent
reading. Good use of elements of argumentation. Effectively written.
Obvious effort involved.
Few minor errors in G.U.M.S.
Rhetorical Appeal: Clear purpose and audience, good use of rhetorical appeal.
The advertisement is mostly consistent
with the argument paragraph.
Advertising Techniques: Good use of advertising techniques.
40
Elements of the Argument: Attempts to use of elements of argumentation.
Attempts to target character from independent reading.
Some effort Involved.
Some minor and few major errors in
G.U.M.S.
Rhetorical Appeal: Clear purpose with an attempt to use a rhetorical appeal.
Advertising Techniques: Attempts to use advertising techniques.
35
Elements of the Argument: Ineffective use in targeting character from
independent reading. Attempts to use of elements of argumentation.
Somewhat ineffective.
Rhetorical Appeal: Unclear purpose and audience attempt to use a rhetorical
appeal.
The advertisement is somewhat consistent
with the argument paragraph.
Little Effort Involved.
Several major and minor errors in G.U.M.S.
The advertisement is rarely consistent with
the argument paragraph.
Advertising Techniques: Ineffective attempts to use advertising techniques.
30 and Below
No evidence of rhetorical appeal.
No evidence of advertising techniques.
Lacks effectiveness.
Lacks evidence of effort.
Many errors in G.U.M.S. detract from the
meaning.
Lacks consistency.
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