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Campaign Project: Theory (9 points)

This is the second portion of the Campaign Project in COM 318 Principles of Persuasion. You will now use the theories we’ve learned in class to explain how and why your Campaign Project should be effective in persuading your target audience.

Think about the theories of persuasion that we’ve discussed in class. Select at least one – but possibly more – that you can use to justify your Campaign Project. This theory should help you create an argument for why your campaign issue and proposed strategy should be meaningful and persuasive to your proposed audience. Essentially, you’ll need to use a theory of persuasion to justify how and why your persuasive messages will work for the audience and issue you’ve selected. You should draw on the Research and Planning portion of the Campaign Project to inform your use of theory.

The Theory portion of the campaign project should illustrate your ability to apply persuasion theories in an actual persuasive environment. First, you should explain the theory you’ve selected (please select from the list provided below). How does this theory operate in persuasive contexts? Write at least one paragraph explaining the theory you’ve selected. Second, you need to explain how the theory supports your arguments as well as your plan of action for your campaign. Write at least two paragraphs explaining how the theory you’ve selected applies to the issue and audience you selected in your Research and Planning assignment. You are also welcome to include ideas about how you will create your persuasive messages, but this is not required for this assignment.

To illustrate the application of the theory you’ve selected, you’ll need to use sources that relate to your project and support your arguments. You’ll need to include at least three sources to justify your use and application of the theory (or theories).

Be sure to read the attached document to see the full rubric for this assignment.


  • Select a persuasion theory (or theories) that applies to your Campaign Project
  • Explain the theory and how it operates in persuasive situations
  • Research the theory you’ve selected (use Google Scholar, Purdue Libraries, etc.)
  • Make an argument for how this theory supports your Campaign Project and its expected persuasive outcomes
  • Support your arguments with sources (at least three sources are required)
  • Use correct grammar, spelling, and punctuation
  • Length: 400-600 words


  • Sunday, November 8 at 11:30 p.m. ET

Theories of Persuasion (You must select one of these.)

  • Elaboration Likelihood Model (ELM)
  • Theory of Reasoned Action
  • Cognitive Dissonance
  • Extended Parallel Process Model (EPPM)
  • Social Judgment Theory
  • Expectancy Violations Theory
  • Inoculation Theory
  • Moral Foundations Theory
  • Social Cognitive Theory
  • attachment


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