Persuasion Unit: Presidential Campaign 2016
This unit bundles student expectations that address word study, reading, and writing of
persuasive texts as well as how words, images, graphics, and sounds work together in
various forms of media to impact meaning. The goal of this unit is to provide students the
skills and processes to deconstruct both print and non-print messages to make informed
decisions based on the credibility of sources. Through the analysis of the persuasive
techniques, students will be able to generate valid claims and support them with logical,
effective appeals and arguments.
During this unit, the examination of informational texts continues through the analysis of
persuasive techniques in texts and in media. Students examine historical and
contemporary political debates for their use of techniques such as logical fallacies, circular
logic, and hasty generalizations and their effectiveness to influence. Media messages are
compared to traditional texts in their presentations that reflect social and cultural views.
Students determine credibility and provide evidence by analyzing the relevance and quality
of information given and compare the coverage of the same events in media in order to
evaluate objectivity. Students write persuasive text using a clear position and supporting
evidence to influence attitudes or actions of a specific audience
STUDENT PERFORMANCE INDICATORS:
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Watch or listen to a political debate. Identify the intended audience and speakers’
purpose and evaluate how each affects the speakers’ tone. Analyze how rhetorical
techniques (e.g. logical fallacies) used in the debate influence the audience. Create a
personal blog to report your findings. (E3.6A; E3.8A; E3.10A, E3.10B)
After viewing multiple media pieces on the same political issue (e.g. radio,
television, internet, newspaper), evaluate the interactions of different techniques,
the objectivity of each presentation, and changes in formality and tone across
audiences and media. Compose an email to the media outlet of your choice to
communicate your findings.(E3.12A, E3.12B, E3.12C, E3.12D)
In a timed situation, write a one-page argumentative essay that includes evidence
persuading an individual to change his or her mind and/or actions on a current
political issue in American society. Share your essay with a partner or a small
group.(E3.9C; E3.13B, E3.13C; E3.16A, E3.16B; E3.16C, E3.16D, E3.16E, E3.16F;
E3.21B, E3.21C; E3.22B; E3.23A, E3. 23B, E3.23C, E3.23E)
Write multiple brief responses in journal to connect to and better understand
persuasive and expository texts. (E3.FIG19A, E3.FIG19B; E3.9A, E3.9C; E3.10A;
E3.15Ci, E3.15Cii, E3.15Ciii, E3.15Civ, E3.15Cv)
Write multiple diction notebook entries that demonstrate knowledge of new words,
their meaning, and origins. (E3.1A, E3.1B)
Persuasion Unit: Presidential Campaign 2016
ESSENTIAL UNDERSTANDINGS
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Effective readers analyze how authors use strategies to influence the attitudes or
actions of others and make decisions based on their findings.
Media presentation may influence perspective.
Authors use techniques, form, and structure to influence the attitudes or actions of a
specific audience.
Presidential Campaign
This project will require students to act as a team of Campaign Strategists to elect the next
President of the United States. This is a culminating unit project that will require students
to research, explore, and think deeply and critically about the art of persuasion. It is a
challenging activity that will require time, concentration, and teamwork.
Student Roles: Each group will consist of four members and each member has a role. In
addition to the duties designated by the job descriptions, students must do whatever it
takes to get their candidate elected. All assignments must be turned in when they are due,
regardless of job descriptions.
Speech Writer-this student is responsible
for writing the “stump speech” and the
script for the political advertisement.
Additionally, any other writing that must be
done will be this student’s responsibility.
Campaign Strategist- This student is
responsible for prepping the political
candidate for the debate. This student must
research the candidate to find out where
they stand on important political issues.
They will rehearse with the candidate to
ensure they are debate ready.
Product
Candidate Profile (Test Grade)
Where We Stand (Quiz Grade)
Stump Speech (Quiz Grade)
Campaign Ad Script (Quiz Grade)
Political Campaign Advertisement
Campaign Manager- this student is
responsible for managing all deadlines,
revising and editing all speeches, and the
creation of the political campaign
advertisement.
Political Candidate- this student is
responsible for researching and embodying
all of the biographical aspects of their
candidate. Additionally, they must deliver all
speeches, participate in debates, and
oversee the creation of the campaign
advertisement. Additionally, this student
will create the candidate profile poster.
Due Date
Wed 1/30/2013
Wed 2/6/2013
Mon 2/11/2013
Mon 2/18/2013
Mon 3/4-Fri 3/8 2013 -Test Grade
Primary Person Responsible
Political Candidate
Campaign Strategist
Speech Writer
Speech Writer/Campaign Manager
Campaign Manager
Persuasion Unit: Presidential Campaign 2016
Candidate Profile
Student must create a poster that includes the following:
-Picture of the Political Candidate
-Positions previously held.
-Position currently held.
-Educational Background.
-Political Party Affiliations.
-An excerpt from speech given by candidate that exemplifies his/her ideology.
-A paragraph that provides biographical background information.
The purpose of this poster is to convince voters that your political candidate is
qualified to be President by informing them about the candidate’s qualifications. Be
sure to appeal to your audience using rhetoric.
**POSTERS MUST BE NEAT, CREATIVE, and VISUALLY ATTRACTIVE**
-One Group Test Grade established by a rubric.
Persuasion Unit: Presidential Campaign 2016
Where We Stand
Students will create brochures to inform voters of their political candidate’s views on the
following topics:
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Abortion
Afghanistan
Budget
Economy
Education
Energy
Gun Control
Health Care
Same Sex Marriage
Immigration
North Korea
National Security
Stem Cell Research
The political candidate and the strategist will review this brochure thoroughly to prepare
for a town hall debate against an opposing candidate.
One Group Quiz Grade established by a checklist.
Persuasion Unit: Presidential Campaign 2016
Stump Speech
A stump speech is the standard political speech of a politician, and the term dates back to
politics in American in the 1800s. During that time, politicians would travel from area to
area in what is now called “stumping.” Some politicians would actually use a tree stump or
a sawed off bit of log to stand on, so they could be better viewed by those who came to
watch their speeches.
Usually, a politician delivered virtually the same speech in different areas, and this speech
usually consisted of the things he/she planned to do in political office, and comments about
his thoughts on America. Today all things that a politician repeats over and over again may
be considered part of his/her stump speech. Inspirational words or phrases that get used
repeatedly are also part of the candidate’s stump.
How to Write a Stump Speech that Works
Great stump speeches take time, thought and practice. Here are five ways to make sure that
your stump speech works:
1. Focus on Your Message
Everything in your campaign needs to be focused on your campaign message. (If you need
help with your messaging, read Message: The King of All Political Tactics). It’s no different
with your speeches… make sure they are squarely focused on your campaign message, and
the issues that support your message.
If you think your campaign message is about crime and safety, yet your off the cuff remarks
spend 90% of their time delving into the economy, you can bet the voters are going to think
your campaign is about the economy, not crime.
2. Be Logical
People find it hard to follow speeches that don’t follow a logical progression. If you’re
talking about your background and why you are a good fit for the job, don’t veer off on a
tangent about the line-item veto before getting back to your bio. If you say you have a three
point program, give all three points, without having any of those points use “sub-points.”
Remember, you may have heard this speech a hundred times, but it has to make sense to
someone hearing it for the first time.
Persuasion Unit: Presidential Campaign 2016
3. Beware of Comedy and Satire
Be very, very careful when using comedy and satire in your stump speech. Yes, a couple of
funny lines here and there can bring some levity to your talk and make the crowd more
receptive to your message… but a long comedic monologue will leave them wondering if
you are really a serious candidate.
Likewise, beware of comedy or satire that can be misconstrued. Don’t use mocking tones,
and don’t “pretend” to be your opponent by satirically spouting off her positions. The
audience may not get it.
4. Be Passionate!
Ronald Reagan. Barack Obama. Bill Clinton. Teddy Roosevelt. Love their policies or hate
them, each regularly gave speeches that were memorable because they were passionate.
Bring the passion you feel for the issues you are advancing to your stump speech. If you’re
not excited, why should voters be?
5. Err on the Short Side
Your stump speech shouldn’t be too short… if it is, people will wonder why they bothered
coming out to your campaign rally. That being said, your speech definitely should not be
too long. There’s only one thing worse than a candidate that steps up to the microphone
and gives a 60 second speech… a candidate that stands up at a dinner and talks for an hour.
If you have to choose whether to talk too long or too short, pick too short… your audience
has a short attention span. Just make sure your speech is remarkable, no matter the length.
One Group Quiz Grade established by rubric and quality of speech delivery.
Persuasion Unit: Presidential Campaign 2016
Campaign Ad Script & Political Campaign Video
Questions to Consider as You Write Your Ad.
There are a few key factors that you should decide on when you make your ad. Often the
message alone isn't enough, especially when you consider that the opposition will be employing
more complicated techniques proven to attract voters.
Who is your Target Audience?
It goes without saying that you know what kind of political ads you like, so by that rationale your
ads should appeal to the adult mind. But are you (or people like you) the actual target of the ad?
Which voters will you concentrate on? It's important to know who is already on your side and
who you believe you can get to join you. You shouldn't waste time trying to convince a public
that is already convinced. If you know that your candidate is highly favored by young, affluent
women, then spending dollars on advertising to those ladies is wasted money. It is far better to
appeal to those who aren't quite convinced, just be sure not to do anything to alienate those
voters who are already loyal.
A great deal of demographic research goes into major political campaigns. Knowing things like
what TV shows your audience watches, what kind of sports they like, where they get their media,
and what sort of lifestyle they practice can all help you craft a political ad that wins support.
How will your ad grab the attention of the audience?
There are any variety of ways to attract viewer attention, including loud music, humor, and fear.
Regardless of your message, there should be a compelling 'hook' used to draw the viewer in. We
will go over a few tried and true techniques in just a bit.
How will you make a candidate or position look appealing or unappealing?
Ads are designed to sell something. Political ads mainly work in two ways: the ad can a) attract
voters to a candidate or position or b) repel voters from a candidate or position. Deciding on the
method is an important step in creating your ad. Below is a short list of the many ways that
political candidates try to persuade voters. Some may work for you.
Persuasive Techniques Used in Political Ads
Below are just a few forms of persuasion seen in advertising of all kinds. You'll notice that in
many instances the technique used has little or nothing to do with the issues or qualifications of
the candidate; still, they are continually used. Many of these techniques and examples were taken
out of "Political Campaigns and Political Advertising" by "Frank W. Baker."
Persuasion Unit: Presidential Campaign 2016
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Bandwagon: The playground proverb of "everybody's doing it" still seems to sway adult
voters. The technique appeals to people's very powerful desire to be a part of the group.
In 1950, Dwight Eisenhower used the phrase "Everybody likes Ike." Though more than
27 million people proved him wrong by voting for Adlia Stevenson, Eisenhower still
carried 39 states.
Glittering Generalities: Pretty words have lasting effects. Especially if those pretty words
are vague enough for people to attach their own meaning to them. It's not entirely clear
what Clinton meant when he said he would build a "bridge to the 21st century," but
people assigned the idea of progress and a brighter future to the phrase and the
candidate.
Name-calling: Often attaching a negative label to a candidate can be a successful means
of reducing their poll numbers. John Kerry was successfully branded as a "Flip-flopper,"
and George W. Bush was referred to as an "elitist who's in the pocket of big oil." In the
case of Kerry, sticks-and-stones did break a few bones.
Plain (everyday) folks: Much like the bandwagon appeal, the 'Plain folks' technique
appeals to people wanting to feel included, to feel they have have something in common
with the candidate. Every time Obama showed up in a bar to have a beer, he was letting
everyone know that he was just like them, despite the fact that he graduated from some
of the most exclusive universities in the country.
Scare tactics: Appealing to fear is a tried and true method. Fear is intensely motivational,
and convincing people that dire consequences are approaching continues to garner
results just as it did in the seminal "Daisy spot" which juxtaposed the image of an
innocent little girl with nuclear annihilation.
Celebrity Endorsement: Power players can sell candidates in the exact same manner that
professional athletes sell sports drinks. Americans found Oprah Winfrey capable enough
at recommending good books to read, so when she gave her endorsement to Barak
Obama in 2007, she sealed his victory over Hillary Clinton for the Democratic nominee
for President. Given the nature of this website, we doubt that users will be able to pay
major celebrities to support their cause, but you never know. The celebrity may agree
with your cause and find a user's ad compelling enough to push an agenda he or she
shares.
Transfer: Associating a political candidate with an important moment or symbol can be an
effective way to further that candidate's career. John F. Kennedy's service in World War
II tied him to the country's heroic effort during this time. Rudy Giuliani's consistent
references to his leadership after the attacks of September 11, 2001 made him a viable
candidate for in the 2008 race for Republican nominee.
Shooting Techniques
A picture is worth a thousand words, and when you are conceptualizing your ad you will want to
keep in mind the power of images. The message of Lyndon Johnson's "Daisy" Ad is essentially
told entirely in images. Images have tremendous power to evoke an emotional response.
Reagan's "Morning in America" ad creates feelings of optimism and hope by showing pictures of
people going to work, moving into houses, and getting married. Finding an emotionally resonant
or clever visual image in your ad can go a long way toward hooking voters and leaving an
impression in their minds that will stay with them all the way to the voting booth.
Outside of images there are a variety of ways to shoot the candidate that can evoke different
emotions in the voters. PBS has a fun website called "The :30 Second Candidate" which offers
Persuasion Unit: Presidential Campaign 2016
some comic but widely used techniques for creating political ads. They provide techniques both
Technique
For
Against
Video
Using bright colorful footage of the candidate
is a good technique. The candidate may be
made to look stronger by assuming patriotic
poses.
Taking the same footage and removing the color gives the
impression that the candidate is old fashioned and out of touch.
Slowing the playback speed makes the candidate seem creepy.
Sound Effects
Adding applause or upbeat crowd noises can
make the candidate appear to have greater and
more enthusiastic support.
Showing footage without sound or crowd noise is disconcerting to
viewers.
Music
Patriotic music can inspire confidence
and assurance in a viewer.
Adding ominous music creates anxiety and can make
viewers uncomfortable without their actually noticing it.
'for' and 'against.' See the table below for ways to manipulate footage one direction or the other.
Persuasion Unit: Presidential Campaign 2016
Graphics
Encouraging words on screen grab the
viewers’ attention and reinforce the
candidate’s message.
A few key words on screen can sow doubt in the
viewers’ minds.
Voice Over
Adding a voice can tie the whole thing
together and oddly adds a sense of
authority to the ad. The voice over
technique is nearly ubiquitous in
political ads. A strong, upbeat and
confident voice can make your
candidate appear more attractive to
voters.
Adding a voice can tie the whole thing together and
oddly adds a sense of authority to the ad. The voice over
technique is nearly ubiquitous in political ads. A low
pitched voice infused with a sense of doubt, often
asking questions can evoke uncertainty in the voters.
Timing
People are most comfortable listening to someone speak about 150-160 words per minute. In a
30 second ad that means you can say about 70-80 words. Any script that exceeds that amount of
words will go over 30 seconds or may be uncomfortable for viewers to follow.
30 seconds = 70-80 words
45 seconds = 100-120 words
60 seconds = 150-160 words
Script Format
While any detailed description of your political ad will likely be enough for production purposes,
keep in mind that those who are making your ad will likely come from a video production
background. For this reason it is best that you use a screenplay format.
There are many free screenwriting tools available online. Celtx http://celtx.com/ and Five
Sprockets http://www.fivesprockets.com/ are two examples. The basics of Screenwriting are
relatively simple. Five Sprockets provides a great guide to the basics.
http://www.fivesprockets.com/fs-portal/features/main.do?content=screenpl....
Persuasion Unit: Presidential Campaign 2016
Once you have scripted the commercial, you just need to create a campaign, fill in some details,
and copy and paste the script into your campaign.
Regardless of what format you choose to present the script in, make sure the scene, speaker,
dialogue, action, and movement are clearly delineated. This way those reading (and hopefully
producing) your ad will have a very clear idea of what is supposed to happen on screen.
Steps to Creating a sample Script/Ad
The following steps represent one method of creating a political advertisement. Not all of the
steps may be necessary, but they will certainly be helpful when drafting your ad.
1) Nail Down Your Issue
You have concerns that can be addressed politically. If you know of a candidate who
approaches your concerns in ways with which you strongly agree, it may be more efficient to get
behind that candidate. In the new world of political advertising, you can not only advocate for a
candidate, but you can also make sure that your candidate hears your views on particular
issues.
2) Choose Your Audience
Steps 2 through 4 can be somewhat recursive. Decisions made in one field can affect the
outcome of other fields, but deciding on your audience is probably the best place to begin. Once
you know who you want to persuade, it becomes much easier to craft a message that will
persuade them.
As we discussed earlier, it is a bad idea to ‘preach to the choir.’ The purpose of political ads is to
pull as many voters as possible off the fence or out of the opposition’s camp, the former being
much easier than the latter. So figure out who those centrist voters are and move on to the next
step. Just be sure that you don’t narrow your audience too much. Campaigning to thirtysomething computer engineers won’t be as effective as campaigning to thirty-somethings.
3) Research Your Audience
At this point you need to figure out what makes your intended audience tick. What sort of things
is this particular segment of the voting public interested in? Who do they listen to? What are
they concerned about? This kind of research can be difficult. Some political candidates spend a
lot of money trying to figure out how to appeal to their target demographic. A visit to
www.gallup.com or other polling services may help you decide how to craft a message that
speaks powerfully to your target audience.
4) Narrow Your Message
Persuasion Unit: Presidential Campaign 2016
Once you get your audience figured out, you should use that information to focus your
message. This step can be a difficult one, but it is very important. Viewers of a political ad
should have as little confusion as to what is expected from them as possible. It won’t work to
just say "nuclear power is bad." Telling young parents that nuclear power threatens the health of
their children is much better. But just bringing up the ills of nuclear power is pointless if the
audience can’t do anything about it. Even better than telling people how it is dangerous to kids
is telling them to vote for a proposal to keep nuclear power plants out of the area. Make sure
there is a clear "call to action" in your ad.
5) Choose a Few Emotional Appeals
At this point you know more clearly what you want to say. Now you have to figure out how
you’re going to hook the audience. Depending on the issue, you can use any number of
emotional appeals, including humor, fear, optimism, community, or even sex (Yes, sex can be
used in political ads. Remember the Obama Girl?). Ideally, the appeals you use should be
appropriate. Pick a handful and then move on to the next step. And yes, more than one appeal
can appear in an ad.
6) Brainstorm Options for Each Appeal
You’re getting very close to doing some actual writing now. In this step, we recommend
throwing as many conceivable solutions at the problem as possible. You should have a few
possibilities for each emotional appeal you’re going to try. After you’ve completed this step, take
a break. Give your head some time to cool off so you can judge your ideas in a more objective
frame of mind. Perhaps the idea that you were first so in love with won’t seem that great after
walking away from the process.
7) Choose the Best Option
After a brief rest, evaluate the options you came up with. Remember to judge it against steps 2
through 4. Does the ad appeal to the audience(s) you’re trying to target? Is the message
focused? Do users come away from the ad knowing exactly what it is asking them to do? If so,
good job! Now just write it out clearly. If this step is very difficult because two ideas seem
equally awesome, well that’s a great problem to have. Consider making a script for each and
letting the users of GrassMuscle decide.
8) Write a Draft
Using screenplay format, write out a draft of your ad. At this point you can be sort of loose with
your language. Feel free to draw out your ideas and don’t worry just yet about word count.
After reviewing your first draft, you may decide that the whole concept is going nowhere. At that
point just return to steps 5 through 7. Maybe you have an option that would make a better draft.
Or maybe you decide you are using the wrong emotional appeal.
Persuasion Unit: Presidential Campaign 2016
If you think the draft works, then great. At this point you should show your draft to a few likeminded people. If some of the reviewers happen to be members of your target audience, that
would be even better. Direct feedback on your ideas can be a powerful revision tool. It is a good
idea to take a break here as well.
9) Revise Script for Impact and Immediacy
You’ve shared your draft, gotten feedback, and hopefully taken a step back from the ad long
enough to reset your brain and look at the ad with fresh eyes. Now is the time to pay attention to
things like word count, specific language, and imagery. You want your ad to be sleek and
effective. Cut out unnecessary words and look for ways to combine words and phrases into
shorter packages. Make sure the words you use are stimulating to the senses. All of these
things will increase the impact of your message. Once you’ve done this, you should probably
share your revised draft with people who have seen an earlier copy and maybe to a few people
who haven’t seen it. Then repeat this step until you’re satisfied that the ad is about as good as
possible.
10) Storyboard Script (Optional)
Since television advertising is a visual medium, you may find it helpful to draw out pictures of
what you have in mind. A storyboard can communicate action, camera angles, and lighting in
ways that writing sometimes can’t. Storyboards don’t have to be too detailed--it’s possible that a
few stick figures will convey the idea you had in mind--but much like the script, you want the
drawings to contribute to a clearer vision of the ad and not to muddle the intention. You can
upload these images to your campaign for the bidders to see. Note: most videographers will
provide their own storyboards for you to approve. Just make sure you request them if you want
to see them.
11) Proofread All Materials
As well as making people look incompetent, typos can confuse readers and cloud language. Go
through your draft four to five times, making sure that you’ve crossed your t’s and dotted your
i’s. A clearly written, typo-free script will get more attention, and more attention increases the
chance your ad is made and made well. Once again, it is a good idea to let others look at the
script. New eyes can help you find little mistakes you may have missed.
One Group Quiz Grade evaluated by rubric and quality of speech performance.
Persuasion Unit: Presidential Campaign 2016
List of Candidates
1. Sarah Palin
2. Hillary Rodham Clinton
3. Joe Biden
4. Michelle Obama
5. Martin Omalley
6. Deval Patrick
7. Cory Booker
8. Amy Klobuchar
9. Paul Ryan
10. Chris Christie
11. Marco Rubio
12. Jeb Bush
13. Condoleeza Rice