asks you to evaluate the quality and effectiveness of a persuasive campaign

The short essay is a 2-page (double spaced and 12-point font size) analysis of the quality of a persuasive campaign. The essay should be uploaded to Canvas on Feb.19 2019 by 10:00pm.

The essay asks you to evaluate the quality and effectiveness of a persuasive campaign:

You will examine this webpage and its contents. Please focus on the main contents including texts, images, and videos. You do not need to spend time on peripheral materials such as clicking on external tabs or links on the website.

Your task is to provide your evaluation of the campaign. This will require you to examine the webpage contents carefully and write a short essay on its strengths and weaknesses. Your essay should use what you have learned about persuasion to describe what is strong and why; and to describe what is weak — and especially what is missing — in terms of message strategies in successful persuasion.

First, you will write a short paragraph addressing the following questions: What problem does the persuasion campaign target? Who are the potential target audiences?

Then, you will delve into analyzing the persuasive messaging. A well written and well-received essay will include: (1) Two elements of the webpage that are likely to be particularly effectivein fulfilling the persuasive goal. Justifying your statements of support from your knowledge and that of other experts (that is from class lectures and/or readings) will be crucial to establishing your credibility. (2) One messaging strategy that is missing from the webpage that you think UNICEF should be aware of in their messaging. Here you will likely go beyond the existing contents to include other messaging elements. Once again the credibility of your essay will hinge on citing messaging elements that have an established base in research and theory (that is, from lecture or readings).

In general, the more sources employed from both reading and lecture, the better your essay will be. An essay that draws all elements from a single reading or lecture will be considered inadequate.


  • No formal reference or citation is required. However, you may include any reference or citation if you like.
  • You can go beyond 2 pages a little bit (e.g., 3-5 more sentences, a short paragraph).
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