Performance

Assessment
The Power of Persuasion
Anjanette Lee

Learning Targets:
RI.11.6, SL.11.3 & .6, L.11.3a, W.11.4
Analyze the use of rhetorical appeals in an argument.
Incorporate rhetorical appeals while generating a
persuasive argument.
What are rhetorical appeals (knowledge)
Plan for incorporating appeals with product (reasoning)
Create a persuasive argument using rhetorical appeals
in the form of an advertisement within two weeks
(product)

Evidence of Learning
Using the three rhetorical devices and two
other advertising techniques, students will
create a 1-2 minute advertisement presentation
using one type of media: storyboard (prezi),
video, radio (speech), poster (print ad) designed
to persuades their target audience to purchase
their product.

Context
The average person is subjected daily to
the powers of persuasion. This mostly
occurs through advertisements. Advertisers
use the power of rhetorical devices: ethos,
pathos, and logos to make their products
appealing to you. Armed with these three
devices plus two advertising techniques, use
your persuasive powers to create an
advertisement that will be compelling to

Directions
Choose a product and its target audience.
Use the information packet and graphic organizers to work
through rhetoric examples, advertisement techniques, and ideas
for presentation.
Work with a peer to evaluate each others ideas for the project.
Create a specific advertisement media form: storyboard (prezi),
video, radio (speech), print ad (poster) to persuade your consumer.
Present advertisement to entire class and teacher.

Audience
At the end of the first week you will get with a partner in
class and present your ideas for your advertisement. Each
of you will score the other with the grading rubric, offering
feedback as if you were the target consumer for the
product.
At the end of the second week, each student will present
the assigned product to the class. The teacher and all the
students in the class will become the targeted consumer
and will evaluate the persuasive powers of the advertiser.
This will be done with the presentation grading rubric.

Scoring Guide/Rubric
5

4-3

2-1

Pathos
______

The ad uses clear

emotional appeals
that are effectively
persuasive

The ad attempts to
evoke emotion, but
do not contribute to
overall persuasive
effect.

The ad makes
reference to emotion
appeal without
appropriate context.
Persuasive effect is
minimal.

No emotional appeal
is used in the
advertisement

Logos
______

The ad uses clear

logical appeals that
show details about
the products function

Logical attempt is
unclear as how it
relates to the
product.

The ad uses facts and

statistics that do not
contribute to
persuasiveness of the
ad

No logical appeal is
used in the
advertisement

Ethos
______

The ad establishes
credibility of the
product through the
use of celebrities or
expert testimonials

The ad attempts to
establish credibility
with minimal results

A celebrity or
credible expert is
mentioned, but does
not contribute to
persuasiveness of the
ad

No credibility is
established in the
advertisement

Technique 1
______

The ad appropriately
uses one of the
advertisement
techniques

Techniques are used

with minimal
persuasive effect to
sell the product

The ad uses
advertisement
techniques that have
no effect to
persuasiveness

No advertisement
technique is used

As the target The

consumer,
I am persuaded
to buy this
product.
ad appropriately
Techniques are used
The ad uses
Technique 2

______ Y

No advertisement

References
College Board. (2014). The appeals of rhetoric, adapt teacher to teacher. Spring
Board. The College Board. The United States of America
Curriculum Engine. (n.d.) Nevada State Standards. Retrieved from
http://curriculum.wikiteacher.com/login.php?msgType=normal&msg=Ple
ase
%20log%20in%20with%20your%20InterAct%20username%20and%20 password
%20to%20acc ess%20the%20Curriculum%20Engine.
Kentucky Department of Education. (1996). Designing an effective performance task
for the classroom. Retrieved from http://web.centre.edu/plummer/336web/KDE
%20performance%20task.pdf
Read Write Think. (2015). Persuasive techniques in advertising. Retrieved from
http://www.readwritethink.org/files/resources/lesson_images/lesson1166/
CommercialRubric.pdf