Name:___________________________
Teacher:_________________________
EMBEDDED ASESSMENT 2
Class & Period:____________________
Creating an Advertisement
Date:____________________________
For this assignment, which will count as a major/test grade, you will be required to create a specifically designed
advertisement which insightfully uses both rhetorical strategies/devices as well as propaganda techniques to target a
specific audience. Although you will have some class time to work on this assignment, it will also require some time
outside of class, as well.
This assignment consists of two parts:
1)
A print advertisement : You will design and create an ad for a product (or service) that would appeal to a
character in your pleasure reading (SSR) book. You will use the paper provided for you (11X17) unless you have
permission for a design alternative.
Key ideas to remember:
--the visual part of the ad should be the most prominent part
--make sure the use of rhetorical strategies and propaganda techniques are apparent/obvious in BOTH the
Visual and the text of the ad
--consider the use of color
--make sure all text is clear and readable
--make sure the final product is neat and physically appealing
2)
Three typed paragraphs (see back side for additional details):
Paragraph 1
A) a topic sentence /claim and explains how and why this product or service would appeal to your character.
B) Support/Evidence- Embedded text evidence which supports the claim that you made in your topic
sentence
C) Concessions and Refutations (consider alternate viewpoints but why yours is better)
Paragraph 2
D) Identify in the first sentence which rhetorical appeals/strategies you chose to emphasize in the
advertisement and how those choices would work to persuade your character. Use 1-2 piece s of embedded
text here to support why this/these strategies would work.
Paragraph 3
E) Which propaganda techniques were employed in the ad and how they work to influence your character.
(Should include at least two). Use text evidence and reasoning to support your choices.
The Argument (Spring Board 1.16 – p. 68)
Think about how you, as the designer of the ad, will convince the character that this product or service is something that
they MUST have. Use the five “ELEMENTS OF AN ARGUMENT”.
INTRO:
1) The Hook – an opening that grabs the reader’s attention and establishes a connection between the reader and
writer. Consider a slogan or phrase that will grab your character’s attention. This will become part of the text of
your ad.
o Write your hook below:
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
2) The Claim – a clear, straightforward statement that reveals how and why this product would appeal to your
character. (Identify your character by name).
o Write your claim sentence below:
_____________________________________________________________________________
_____________________________________________________________________________
BODY PARAGRAPHS:
3) Support and Concessions and Refutations –This is where you will support WHY this product or service is needed
by your character and explain HOW you will use the propaganda devices and rhetorical strategies to appeal to
the character.
A) Find two pieces of text that provide support or evidence of why your character would need the product or
service. When you write the paragraph, EMBED the text with your reasoning .
B) Consider possible opposing viewpoints (concession) and why yours (as the ad designer) are more valid than
the opposition (refutation).
Rhetorical Strategies and Support
A) Identify the rhetorical strategy(ies) that you will use to appeal to your character. (Claim)
B) Use text and reasoning to support the use of these strategies. (Evidence and Reasoning)
Propaganda Techniques and Support
A) Identify the propaganda technique(s) [at least 2] that you will use to appeal to your character and why.
(Claim)
B) Use embedded text along with your reasoning to support the use of these strategies. (Evidence and
Reasoning)
CONCLUSION:
4) Summary/Call to Action – closing statement with a final plea for action for why your character MUST have this
product or service NOW—how/why she/he cannot live without it.
Name:_____________________________________
Period:_________________
Advertisement Rubric
Rhetorical Appeal Used (circle one):
Ethos (ethical)
Pathos (emotional)
Logos (logical)
Advertising Techniques Used (circle two)
Bandwagon
Glittering Generalities
Facts and Figures
Testimonial
Transfer
Avant-garde (Individulaity)
Plain Folks
Name Calling
Snob Appeal
Rhetorical
Appeal
Advertising
techniques
Argument
Paragraph
Reflective
Paragraph
Visual Appeal
& Correctness
10-9
Clear and consistent
purpose and
audience with skillful
use of rhetorical
appeal.
Creative and skillful
use of advertising
techniques showing
depth or insight into
the character from
independent reading.
Excellent use of
elements of
argumentation.
Compelling and well
written.
Colorful, Creative,
Obvious effort
involved.
No or very slight
errors in G.U.M.S.
8-7
Clear purpose and
audience, good use of
rhetorical appeal.
Good use of
advertising
techniques.
Effectively targets
character from
independent reading.
Good use of elements
of argumentation.
Effectively written.
6-5
Clear purpose with an
attempt to use a
rhetorical appeal.
Attempts to use
advertising
techniques.
Attempts to target
character from
independent reading.
Attempts to use of
elements of
argumentation.
4-3
Unclear purpose and
audience attempt to
use a rhetorical
appeal.
Ineffective attempts
to use advertising
techniques.
Ineffective use in
targeting character
from independent
reading.
Attempts to use of
elements of
argumentation.
Somewhat ineffective.
2-0
No evidence of
rhetorical appeal.
No evidence of
advertising
techniques.
Lacks effectiveness.
The reflection
insightfully analyzes
how the rhetorical
appeals and
propaganda
techniques are used
to reach the
intended audience.
The reflection
analyzes how the
rhetorical appeals
and propaganda
techniques are used
to reach the
intended audience.
The reflection
includes minimal
analysis of how the
rhetorical appeals
and propaganda
techniques are used
to reach the
intended audience.
The reflection
includes very little or
faulty analysis of
how the rhetorical
appeals and
propaganda
techniques are used
to reach the
intended audience.
Lacks analysis.
Total ____________ X 2 = _________________ Test Grade
Obvious effort
involved.
Few minor errors in
G.U.M.S.
Some effort
Involved.
Some minor and few
major errors in
G.U.M.S.
Little Effort Involved.
Several major and
minor errors in
G.U.M.S.
Lacks evidence of
effort.
Many errors in
G.U.M.S. detract
from the meaning.