Objective: Have students understand how to make people want to do something for them. They will be able to identify the
different models and apply them in real life situations.
 

Materials: SMCR handout. Commercials for students to analyze.
 

Preset Activity: Have groups design a flowchart or diagram that shows how their persuasion method would work.
 
Lesson: In order to begin talking about persuasion, you have to know how messages are formed. The most important thing to
learn is the SMCR model because this model is used when talking about communication in general.

Shannon and Weaver's SMCR Model of Persuasion:

Source - The person doing the persuading.
Message - what the persuasive message is.
Channel - how the message is given. This can be orally, through the radio, or tv.
Receiver - The person being persuaded by the persuader.

Intensify your own good and others bad. You want others to notice all of the good things about your point, and all the bad things about the oppositions point.
• Intensify own good points
• Intensify oppositions weak points
Downplay own bad and others good. You want the receiver to think that your faults aren't that big of a deal. Likewise, you want the receiver to believe that the oppositions good points aren't really all that good. Make them think your good points are better then the oppositions.
• Downplay own bad points
• Downplay oppositions good points
 

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1. Attention - get their attention
2. Need - create a need for action
3. Satisfaction - show them how you can fix the need
4. Action - tell them how to get your solution.
 

AIDA:

1. Attention - get the audiences attention like in Monroe's sequence
2. Interest - make them interested in what you have
3. Desire - Create a desire for what you have

Ranks 4 ways to create desire:
1) Protection (to keep a good)
2) Acquisition (to get a good)
3) Relief (to get rid of a bad)
4) Prevention (to avoid a bad)

Important areas of argument that need to be met - show need for change (burden of proof), show the plan of action. The following are the stock issues for the perspective debate they belong to.

1. Fact Definition- clearly define the issue or fact to be argued
2. Threshold - establishes the acceptable limits of definitions.
3. Application - definition meets threshold

 1. Value - sets the goal to be met.
2. Criteria - norms, rules to be used to judge the issue.
3. Application

1. Ill - a current wrong that needs to be fixed
2. Blame  - how the ill is caused
3. Cure - how to solve the ill
4. Cost-benefits - disadvantages associated with taking action.

Activity: SMCR & Create Desire handout.
 

Reflective: Have students develop an advertisement that they will give to the class using these methods (Monroe's, AIDA,
and Ranks). The students wont be giving a persuasive speech, they will be describing how they would create an advertising
campaign for what they pick to advertise. The students should have posters or other visual aids for this project.