This document provides instructions for writing an op-ed assignment, including guidelines on format, structure, and content. Students are asked to write a 500-word op-ed arguing against the claim that marketing is inherently unethical and to cite at least one source. The document outlines the typical op-ed structure of an introduction stating the problem, body expressing an opinion and offering a solution, and conclusion emphasizing the main issue. It also provides tips for writing such as using an engaging opening, acknowledging other perspectives, using clear and simple language, doing research to support the argument, and finishing strongly.

1. Summary
An op-ed, or opinion editorial, is an argumentative essay that
presents the writer's opinion or thoughts about an issue. Op-eds
aim to persuade others and can substantiate the writer as an
expert on a subject. An Op-Ed is an assignment that mirrors
“real word” applications outside the classroom.
Assignment Format
Approximately 500 words
Single-spaced
Include a cover page with the following: a descriptive title (not
just “Report”), author’s name, class and section numbers, and
date of submission
Use business-appropriate fonts and margin
Insert page numbers (except for cover page which should NOT
be numbered)
Use headings/sub-headings as necessary
Due to the short format, there is no need for a table of contents
and/or executive summary
Cite references using APA style
Topic

2. Many people believe that marketing fools people into buying
things that they don't need and is inherently unethical. Your
task is to write an op-ed in response to the following article
posted in
Psychology Today
. In your response, you should:
Argue against Dr. Nemko and make a case for ethical marketing
practices
Cite at least
one
source to provide evidence for your claim. A convincing op-ed
is NOT purely based on opinion - your thesis needs to be backed
up.
Essay Structure
The purpose of an Op-Ed is to sway public opinion and change
minds using a convincing argument and presenting it in a
concise, readable way. Editorials are written according to a
well-established formula:
Introduction - state the problem
Body - expresses an opinion

3. Solution
- offers a solution to the problem
Conclusion - emphasizes the main issue
Lead paragraph:
Try to grab readers right away with your first sentence; make
them want to read more. Start with an interesting story or
example that encapsulates your point.
Supporting paragraphs:
Now that you've stated your point and grabbed readers'
attention, build on your lead with facts, statistics, and
anecdotes.
Wrap it up:
In the concluding paragraph, take your argument a step further
and leave readers with information about what needs to be done
next. If you're trying to move people to action, be sure to
answer the question, "What can I do?" Make the final sentence
as compelling as the first one. If you started with an example,

4. bring the story full circle by referencing your original point.
Writing an Op-Ed
Think of an opinion piece as a persuasive essay: the writer has
an opinion or a point of view on an issue and he or she wants to
convince the reader to agree. This is not as easy as it may
seem.
Start with a sentence.
Try to sum up your opinion in a single sentence to begin, then
think about facts and anecdotes to support your initial point.
The first line of an op-ed is crucial. The opening “hook” may
grab the reader’s attention with a strong claim, a surprising fact,
a metaphor, a mystery, or a counter-intuitive observation that
entices the reader into reading more. The opening also briefly
lays the foundation for your argument.
State your opinion clearly.
An op-ed is about your opinion and perspective. Put your
argument forward in a persuasive, authoritative manner.
However, it is important to acknowledge the other side. People
writing op-ed articles sometimes make the mistake of piling on

5. one reason after another why they’re right and their opponents
are wrong. Your writing will be more credible, and almost
certainly more humble and appealing if you take a moment to
acknowledge the ways in which your opponents are right. When
you see experienced op-ed authors saying “to be sure,” that’s
what they’re doing.
Be informal BUT professional.
Use simple, everyday language that is easy to understand. Keep
in mind you are writing for a general audience that may not be
as familiar with your subject as you are. Use the active voice.
Don't write: “It is hoped that [or: One would hope that] the
government will ...” Instead, say “I hope the government will
...” Active voice is nearly always better than passive voice. It’s
easier to read, and it leaves no doubt about who is doing the
hoping, recommending or other action.
Keep it short and simple
. State your opinion clearly and quickly, back it up with facts
and examples, then finish up. Use short sentences and
paragraphs. Look at some op-ed articles and count the number
of words per sentence. You’ll probably find the sentences to be
quite short. You should use the same style, relying mainly on
simple declarative sentences. Cut long paragraphs into two or
more shorter ones.

6. Do your research.
You must research your topic and find out what’s happening and
what went on in the past. You must know the facts and be able
to refer to them in your argument (Pretend you are a lawyer and
you are making a case before a jury. You will want to convince
the members of the jury to believe that your client is right.
Therefore you need to present as much evidence as you can that
proves the point. You do the same when you write a column or
editorial). Use facts and details to back up your opinion and
help you make your case.
Finish strong.
Leave your readers with a lasting impression -- a strong point
that will make them consider your point of view
Writing Tools and Resources
Use the writing guide posted in cougar courses. This reference
was created for CoBA students by a couple of faculty members
to help with senior experience projects

7. Please consider visiting the
Writing Center
, which is committed to your growth in all stages of the writing
process (brainstorming, planning, drafting, revising). For the
best results, go early and often for an assignment.
This website offers great tips and tricks on writing an op-ed:
https://www.theopedproject.org/oped-basics
This website offers great resources to support your writing
development - especially if you need guidance on proper APA
citation:
https://owl.purdue.edu/owl/purdue_owl.html
There are online tools like
http://www.hemingwayapp.com/
and
https://www.grammarly.com
that can help you strengthen your writing by identifying
common grammar mistakes as you type.
Citation help:
http://www.citationmachine.net