Project 2, Involvement Messages Proposal
optional dress rehearsal presentation on 21 NOV (day of second exam)
document due and in-class presentation on 5 DEC
Weighting: 150 points (two print ads, two printed supporting
discussions, oral presentation)
Write two versions of a persuasive message that could be used by our
clients to promote their business.
One version is to be most effective under a high involvement (and/or high
knowledge) situation ("central" mode of processing);
the other is to be most effective under a low involvement (and/or low
knowledge) situation ("peripheral" mode of processing).
Attach a discussion of theoretical justification to each message.
Our clients would like to ensure that people are aware of their business
and would like to persuade people to visit, to make purchases, to return,
and to spread word of mouth promotions.
Your assignment is to construct two persuasive messages for promoting
our client's business: one that would work best under high involvement, high
knowledge conditions,and one that would work best under low involvement,
low knowledge conditions.
Each message version must be written using theoretical ideas from the ELM:
one version should be designed to be most effective under high involvement
and/or knowledge conditions ("central" mode of processing), and
the other should be designed to be most effective under low involvement
and/or knowledge conditions ("peripheral" mode of processing).
Each message must be accompanied by a theoretical justification.
This justification is important for two reasons: First, our client has
never heard of the concept of involvement and so you must explain how
your message is expected to work in lay person terms.
Second, the involvement construct could be associated with quite a number
of factors, so you need to describe your situational expectations or
- The assignment requires preparation of two PRINT
messages; do not submit video/audio tapes, etc.
Each message MUST be accompanied by a one or two page explanation
and theoretical justification.
- The message will be in the form of a printed message (e.g,
advertisement or editorial) which can include non-text illustrations as
part of the message if appropriate.
Illustrations may be simple hand-drawn mock-ups to suggest work that
could be outsourced to an artist.
You are not required to use graphic illustrations, however (i.e., your
proposed message could be entirely text, entirely graphic, or a
layout that includes a combination of both).
- One message is to be most effective under high involvement (and/or
high knowledge) conditions and the other is to be most effective under
low involvement (and/or low knowledge) conditions.
Note that these must be broad and general conditions that maximize the
use of the message; proposing a message that is only useful
for recipients with limited English skills, for example, does not maximize
the use of the message across a broad range of situations.
- This is a very specific assignment that requires the use of concepts
and theories learned in this course: merely submitting two messages
will receive a failing grade if theory and guidelines associated with
recipient involvement and attitude change are not followed.
- Each message is to be contained on a single, separate 8-1/2 x 11-inch
page (a single sheet of typing paper).
Clearly mark which message is for high and which message is for
low involvement conditions.
(You will receive a failing grade if you expect me to guess which
message is supposed to be associated with which condition.)
- Additionally, each message is to be accompanied by a one or
two page discussion. This discussion must:
- explain the sorts of situations in which the recipient would be
expected to be under higher or lower levels of involvement (or
knowledge) when exposed to the message,
- explain why each message is expected to be more persuasive under
one condition of involvement than the other, and
- explain why each message is expected to result in a more stable
and enduring attitude change under one condition than the other.
Note that you might be using cues in the message itself to
invoke higher or lower levels of recipient involvement: if so, explain
what you did to manipulate these differing levels.
Your discussion must be based on concepts and theories that we have
discussed with respect to motivation, involvement, attention, and attitude
"Shooting from the hip" without reference to concepts
discussed in this course will receive a failing grade.
The above criteria are minimal requirements of your discussion, so
failure to include all of the above criteria in your discussion will
substantially affect your grade.
- You will work in teams of one or two.
The team is of your own choosing.
Note, however, that both members of a team will receive the same score.
- Neatness is considered a minimal requirement in your
Neatness is defined here to include grammar, spelling, typos, correct
use of paragraphs, and such.
Problems with these would not be acceptable in "real"
promotional or editorial copy and are therefore not acceptable in this
(I.e., shoddy, unprofessional work will be marked accordingly).
Note that neatness as defined here does not require that you have access
to any special sort of equipment or software applications; you are merely
creating a mock-up.
- Please do not use any kind of report folders. Just use plain
white paper with a single staple in the top left corner to attach
each persuasive message the associated theoretical discussion.
- You are encouraged to visit the professor outside of class to
discuss your ideas.