1 SHARE A COKE CAMPAIGN Share A Coke Campaig.docx

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SHARE A COKE CAMPAIGN
Share A Coke Campaign
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Bryant University

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Share a Coke
Persuasion is a concept that can be attempted in numerous
different ways including
verbal vs. nonverbal, interpersonal vs. mediated, factual vs.
emotional, and so on. Multiple types
of strategies are also involved, but the ultimate goal is to shape,
change, or reinforce people’s
attitudes on certain subjects. Persuasion is recognized every
day, whether it be within an ad
campaign, someone giving out samples at the grocery store, or a
friend convincing you to go out
that night. Specifically, this paper will focus on Coca Cola and
their strategies and persuasive
tactics within their world famous “Share a Coke” campaign.
Background and Significance of Share a Coke
What is the Share a Coke Campaign?
The Beginning: It is no secret the power that Coca Cola has
within the food and
beverage industry, but once this campaign began, it was
groundbreaking. The whole idea of

“Share a Coke” was created in 2011 and initially was known as
“Project Connect” (Moye, 2014).
Coke started with this idea in Australia and began this whole
experience by exchanging “Coke”
with the 150 most common names in the country (Moye, 2014).
The results were at a level that
Coke decided was too good to stop the campaign. In a nation of
less than 23 million people, this
brand sold more than 250 million of the named cans and bottles.
Now, the brand has brought this
campaign to 70 different countries (Moye, 2014). Once this idea
reached worldwide audiences,
more and more ideas were added and it continued to increase
Coke’s brand. For example,
Amsterdam had opened a store that only sold these personalized
Coke cans and bottles and
Germany had started an online store that gave customers the
ability to order these personalized
bottles and have them delivered to their home (Moye, 2014).
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Initially, this was the companies summer campaign, but once

Coke recognized the
profitability and new connection with its customers, they looked
into starting a new campaign
that promoted customers to “Share a Coke with Santa” (Burke,
2011). The company looked at
the pros and cons of extending this campaign and decided that it
was going to be a hit. They then
made the decision to continue the campaign through Christmas
and moving forward into 2012
because of the extreme success that came from those summer
months. When winter approached,
they used names on the bottles and cans such as “Dancer” and
“Holly” to get customers excited
to purchase these products while Christmas was approaching
(Burke, 2011).
Significance of Share a Coke Campaign:
One article looked at the severity of this campaign in
comparison to Pepsi. In the UK in
the year 2011, it was announced that “the volume of the drink
sold leapt 2.9 per cent to 272.17
million” (Sebastian, 2013). Contrarily, Pepsi fell 2.4 percent,
almost the exact opposite of Coke,
and brought them down to 102.8 million (Sebastian, 2013).
Coca Cola making this move became

a tremendous uproar and helped them continue to surpass
competitors worldwide.
When looking at this campaign, the success can be accredited to
three main reasons.
First, Coke received massive amounts of social media content
from customers posting with these
cans and bottles. Second, it creates a connection with the
customer that they have never been
able to achieve before. Lastly, it continues to change all the
time. An article from earlier this year
explained how Coke has made new bottles that have the several
name labels as peel-off stickers.
Once the stickers are peeled off, scan codes are revealed
underneath that allow chances to win
prizes such as amusement park passes, baseball tickets, or a free
Coke (Beverage Industry,
2018). All of these reasons without a doubt helped Coke grow
as a brand and even reach a whole
new customer type, but how did they achieve this? Coke was
able to get an audience so impacted
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by their campaign by using three main persuasive strategies
which are Value Expressive Theory,
narratives, and lastly how they use message sidedness.
Value Expressive Theory Persuasive Strategy:
Explanation: Value-expressive attitudes as something that is
formed when one’s values
need to be achieved or maintained (Hullett, 2010). This can
happen by randomly creating a bond
between an attitude that is about an object and what values are
indicated from that object or also
by messages that link an attitude to at least one of the
audience’s values (Hullet, 2010). The
article “The Timing of Repeat Purchases of Consumer Durable
Goods” examined the four
attitude functions. Within the findings, it showed that when
consumers have value-expressive
attitudes, it actually helps them be able to convey what their
self-identities are as well as personal
values are to others. It was recognized that people who hold this
attitude function make their
purchasing decisions based on their own identity and how they
expect other people to react to
their purchase decisions. This attitude function is also
associated with interpersonal

communication which ultimately allows these consumers to
recognize other consumers with a
similar mindset (Grewal, 2004). The experiment went on to find
results that interpurchase
intervals decreased when the knowledge or the social adjustive
function had an increase, but
when value-expressive function had more of an influence and
increased, so did the interpurchase
interval. This conclusively showed that consumers are not apt to
let go of products that fit into
their value-expressive style which creates much longer amounts
of time for their interpurchase
intervals (Grewal, 2004).
Example: If someone was to hold family and friends at a high
level of something they
value, finding a Coke can or bottle with their mother’s name on
it would be exciting and
important to them. It would make the person feel as if they were
honoring their mother’s name
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rather than just giving profit to the Coke brand. In one of

Coke’s most famous commercials (See
Appendix A) it exemplifies how finding your own name is
exciting, but more importantly being
able to share that moment with your other friends is an
experience that you would not be able to
get with other types of beverages. The commercial truly
displays an ideal situation with a group
of friends and really entices a viewer to go out and purchase a
product themselves.
Pros and Cons: In Hullett and Boster’s article, it is explained
that “The success in
forming the advocated attitude should depend on the strength
with which the values mentioned in
the message are actually held by the message recipients”
(Hullett, 2010). When looking at Share
a Coke campaign, it is not necessarily certain that the audience
would feel an extreme amount of
value held to a soda bottle, so when using this strategy for the
campaign it could potentially fall
short for several audience members that do not look at it that
deeply.
Although the article “The Timing of Repeat Purchases of
Consumer Durable Goods”
showed how truly important the value-expressive function can

be when dealing with consumers
purchasing products, it was looking at durable goods which are
meant to last a long time rather
than a Coke can or bottle which will usually be used within the
first hour of purchase. The
purpose of this product is to make consumers feel as though the
soda was made just for them
which brings lots of attention to the value-expressive function,
but because the product is not
something that is typically kept for a long period of time, the
sentiment may not be as important
to the consumers which may pose as the biggest downside to the
product. In addition to that,
Shakespeare explained that “some participants expressed
disappointment at not finding their
names on Coke bottles” (2013). This could also play a role in
how successful the Coke brand is
because if they do not keep up with what the consumers want
and continually advance and make
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them feel that type of identity, it could eventually lead to the
entire “Share a Coke” campaign

losing its credibility.
Narrative Persuasive Strategy:
Explanation: When creating an advertisement or campaign, the
people responsible can
look at the contrasting factors of using evidence for their
persuasive strategy versus narrative, or
even a mixture of both. According to Perloff, evidence deals
with “factual assertions,
quantitative information, eyewitness statements, testimonials, or
opinions advanced by credible
sources” (Perloff, 2017). This can be seen in campaigns such as
getting people to quit smoking
by giving the statistics of how many smokers end up getting
lung cancer or showing statistics of
skin cancer in an approach to get the audience to stop using
tanning beds. On the other hand, an
article written by Quintero Johnson and Sangalang explains
“Fundamentally, narrative persuasion works because of the
unique capacity for stories to
inspire message involvement through story elements—story
plots rife with conflict,
crises, and resolution, interesting settings and scenery, and
characters with whom
audiences can identify” (Quintero Johnson and Sangalang,
2017).

This types of persuasive strategy can often times been seen in
movies, books, TV shows, etc.
In addition to the entire story telling process that makes
narratives become influential,
another main component of this persuasive strategy is
transportation. An article looking at the
importance of transportation in narratives, Liang and
Tukachinsky found that based off of
previous research, narratives when compared to non-narratives
seemed to be able to stop the
audiences sense of reality and allow them to completely fall
into this sort of story world for a
time (2013). “In the transportation process, media consumers
engage in a mental simulation of
the narrative world and create a vivid mental image of the
narrative-based reality” (Tukachinsky
& Tokunaga, 2013). Once this process is going on,
transportation will ultimately make the
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audience more confident when it comes to what their attitude is.
This is because transportation

has to ability to briefly change reality for viewers, so the
experience they go through makes them
grasp onto either their positive or negative attitude more
strongly and that is what helps with
their attitude confidence in the end (Tukachinsky & Tokunaga,
2013).
Example: Specifically for Coke, their commercials have mostly
focused on the narrative
approach. In one of Coke’s commercials from Summer 2017
(See Appendix B) it tells the
audience a story of two people that are trying to find a way to
talk to each other, but the timing is
never right. It repeatedly showed one of the characters look in
the direction of the other as soon
as that other person looked away and vice versa. The problem
was finally solved when the girl
ordered two bottles of Coke and gave one to the boy working
the stand. Through the process of
them sharing a Coke everything fell in place and the viewers got
to see a happy ending. This
shows the narrative strategy because it gives a beginning,
middle, and end of a story, makes the
viewers focus on the characters, and provides a resolution to the
issue at the end.

Pros and Cons: Although narratives can be very useful as a
persuasion tactic, it has
factors that are negative just like all other strategies. When
looking at the difference between
narratives and evidence, it can be seen that multiple studies
found narratives to be more
persuasive due to reasons “such as vividness, perceived
representativeness, and ease of recall to
explain this advantage” (Good, 2010, p. 9). These elements that
are linked with narratives can
get viewers to connect more through the process of
transportation and hold stronger attitudes.
Even though the extreme vividness and stories portrayed to
audiences has worked well, evidence
is also seen as very persuasive because it “provides a large
sample size, bolsters perceptions of
believability and credibility, and fairs better when supporting
general claims (Good, 2010, p. 9)”
An example was given by Good that looked at a study that took
two routes as to try to make an
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audience more assured of a new cultural center. One way to

deliver the message was by sharing a
story of a center in a different town that was similar, which
took the narrative route. The other
way was by giving a statistical report of 27 other cultural
centers. The results showed that the
statistical message had a higher level of persuasion, which was
due to the fact that the audience
had more confidence in 27 samples of factual evidence rather
than just the one story (Good,
2010). In addition, Perloff explains that sometimes “narratives
can be so distracting that they
interfere with reception of the message” (Perloff, 2017, p. 346).
When this happens, it can make
people not able to fully understand the message and therefore in
these situations makes evidence
more persuasive.
One-sided Persuasive Strategy:
Explanation: Message sidedness has three different choices that
persuaders can choose
from. There is one-sided, two-sided refutational, and two-sided
non refutational messages.
According to O’Keefe, “Persuaders are best advised to meet
opposing arguments head-on, by

refuting them, rather than ignoring or merely mentioning such
counterarguments” (Perloff, 2017,
p. 225 as cited in O’Keefe 2016). This quote agrees with
Perloff’s idea that refutational two-
sided messages have an advantage because they “enhance the
credibility of the speaker” and
“provide cogent reasons why opposing arguments are wrong”
(Perloff, 2017, p.335). This
explains that the best way to use message sidedness when
persuading an audience is to use two-
sided refutational. This strategy allows the persuader to show
the audience why their argument is
not only one they should believe in and gain a strong positive
attitude form but why it is better
than any opposing arguments. While this strategy is said to be
the best, one-sided messages are
also important to use in certain scenarios. Perloff explains that
one-sided messages are best used
when the audience “strongly agree with the communicator’s
position” (p. 336). For example, this
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can be seen in persuasive messages that have to deal with

politics because it is likely that a
person supporting a candidate already feels strongly about their
policies, views, etc.
In an experiment performed by Martin Eisend, the results
showed that highly involved
consumers were enticed with the amount of negativity that is
given in two-sided messages. This
information indicated that two-sided messages are extremely
persuasive when used for
advertisements or campaigns that consumers look at in a
profound way such as “in special
interest papers (e.g., computer or automobile magazines)”
(Eisend, 2013). For example,
computer or automobile advertisements showing negative
information about competitors and
also presenting positive information of why what they have to
offer is what will really attract
consumers. Two-sided messages do not always have to deal with
competitors, though. A famous
example is when Avis, a car rental company, was rated number
two in the industry. The
company started a campaign that showed negative information
about itself and then went on to
show positive arguments about itself such as “We try harder!”

(Kuster & Eisend). In contrast to
this idea, if consumers have low involvement, the negative
information is much less important
and the persuasiveness falls more in the element of amount of
information (Eisend, 2013).
Example: Coca-Cola as a company has in the past used two-
sided refutational strategies
such as portraying themselves as a “hero” in the advertisement
they used to respond to an ad
done by Pepsi. The photo (See Appendix C) shows a Pepsi can
with a Coke cape wrapped
around it and the slogan at the top reads “Everybody wants to
be a hero!” This is refutational
because Coke is showing that they are better than Pepsi’s brand
rather than just mentioning
Pepsi’s brand which would be non refutational. The Share a
Coke campaign specifically has not
used two-sided messages. The majority of commercials created
by the Coca-Cola company for
this campaign deal with a younger generation sharing the Coke
bottles with their friends and they
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also are normally portraying it to be on a summer day. This
year’s summer commercial (See
Appendix D) shows a barbeque scenario with a numerous
amount of friends sharing with each
other and ends with their slogan of “because sharing is always
better when I share a Coke with
you.” The commercial was a one-sided message and the
company just focused on giving the
audience the information of how great their brand was rather
than including what competitors
they are better then. Soda is not something that most people will
think profoundly about, so it
makes sense that Coke tries to use one-sided messages for the
most part rather than either of the
two-sided options.
Pros and Cons: One-sided messages are without a doubt very
persuasive in certain
situations such as when the audience has low involvement, but
the strategy is not always useful.
People often need more information than just one argument and
therefore require two-sided
messages. Typically, if an advertisement, campaign, etc.
requires someone to be highly involved

and look at the subject deeply, one-sided messages would not
hold as much substance as a two-
sided message. This can be because “two-sided messages
particularly strengthen perceptions of
source credibility” (Eisend, 2010)/. In contrast to that, it is
noted that when there is too much of
negative information, it increases the losses by focusing on the
negative attributes which can
exceed the gains from credibility (Eisend, 2010). All in all,
choosing if something should be one-
sided or two-sided can be a difficult task.
Most Effective Persuasive Strategy:
Looking at each of the examples of the commercials that are
produced by the Coca-Cola
brand, the strategy that seems to hold the most importance is the
narrative persuasive strategy. In
each of the advertisements for Share a Coke, the company
focuses mostly on portraying their
product as a fun and exciting experience that is shared with
friends and those that are closest to
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us. Each commercial from the campaign tells its own story,
some go more in depth to a story
than others, but all of them are able to make the audience feel
connected to the characters and
enter the transportation process. The majority deal with a
summer day and show lots of people
together, laughing, and enjoying their day. An audience wants
to connect and identify with those
characters which ultimately can lead them to purchase the
product. According to an article from
Human Communication Research, people try to find stories to
get pleasure from them which is
just one reason why narratives are such a popular persuasive
strategy (Hoeken, 2016). Also, the
article discussed that there is lots of evidence that “people learn
in the sense that they adapt their
beliefs, attitudes, and behaviors after reading or watching a
story” (Hoeken, 2016). It is
important to realize how much stories impact an audience and
how that can be crucial in an
advertisement or commercial setting.
Recommendations for Future Persuasive Strategies
Evidence: The Share a Coke campaign has been going on for
years and continues to

incorporate more names as well as more advertisements each
year. To stay relevant, it is
important to constantly come up with ways to attract the
consumers eye and keep them wanting
more. Narratives as discussed are a large part of what the
campaign has to offer, but to enhance
the information given to the audience, a combination of
evidence and narratives in some
commercials/advertisements could increase their customer base.
Not everyone will be attracted
to a product based off of a story and therefore would like
factual evidence of what is so great
about Coke’s product. As stated earlier, an audience may have
more confidence in statistical
evidence rather than just a story (Good, 2010). In an article
looking at how people would react to
multi-functional cultural Centre being built in their town, an
experiment was made to show the
differences in people’s views from anecdotal persuasion vs.
statistical persuasion. It was shown
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that statistical had just as much importance in the area of
vividness, and much more in the areas
of acceptance of claim and perceived argument quality (Hoeken,
2001). This just shows another
example of how important statistics and real evidence can be for
an audience. Coke for example
could potentially show statistics of people that prefer Coke over
competitors such as Pepsi.
Conclusion
The Share a Coke campaign has been an enormous addition that
the Coke brand has
incorporated into their company. Since the beginning of the
campaign that started in Australia in
2011, Coke has increased their original 150 names to over 1000
first and last names on their cans
and bottles as well as some apparel and gift items (Unbottled
Staff, 2010). The company has
used numerous persuasive strategies in their advertisements and
commercials, but the main three
recognized are the Value Expressive Theory, narratives, and
their use of one-sided messages.
After identifying some of Share a Coke’s most popular
commercials, it is recognizable that
narratives have the most importance in their strategy to attract

customers. The Share a Coke
campaign is continuously growing from year to year and as the
brand continues to progress one
possible adjustment could be to add more facts in their
campaign to attract consumers that are
less affected by stories and the transportation process and would
rather see concrete facts and
statements before purchasing a product. Overall, the campaign
has made a great impact in the
beverage industry and it is clear that Coke understands the way
their product can make their
consumer base feel and in order to keep up with that, they
incorporate persuasive strategies to
cultivate the campaign.
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References
Burke, J. (2011, 11). Coke gets into xmas spirit with 'share a
coke' campaign.Food

Magazine, Retrieved from
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Eisend, M. (2010). Explaining the joint effect of source
credibility and negativity of information
in two-sided messages. Psychology & Marketing, 27(11),
1032–1049. Retrieved from
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Two-Sided Advertising
Effects. Psychology & Marketing, 30(7), 566–575.
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Good, C. (2010). Persuasive Effect of Narrative and Statistical
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Hullet, C. R., & Boster, F. J. (2001). Matching Messages to the
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/docview/1406088085?ac%09countid=36823

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personalized-marketing-take-%09a-tip-from-coke.html
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Appendix A
Share a Coke USA Commercial
https://www.youtube.com/watch?v=5-ahnFYzMp8

https://www.youtube.com/watch?v=5-ahnFYzMp8
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Appendix B
Share a Coke: Break the Ice | Coca-Cola
https://www.youtube.com/watch?v=qvYTF-A4Seg

https://www.youtube.com/watch?v=qvYTF-A4Seg
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Appendix C
Re: the 2013 Cola Caption War

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Appendix D
Coca-Cola | Share a Coke with Friends :30
https://www.youtube.com/watch?v=Gk7G4PUzEUo
https://www.youtube.com/watch?v=Gk7G4PUzEUoShare a Coke
USA CommercialShare a Coke: Break the Ice | Coca-ColaRe:
the 2013 Cola Caption WarCoca-Cola | Share a Coke with

Friends :30
COM 470 Persuasion
Spring 2019, Volkman
COM 470 Argumentation and Persuasion
Final Paper Guidelines and Rough Draft Guidelines
Spring 2019
Purpose of Paper
This paper will be written as analyses that you have done to
demonstrate your knowledge and expertise in persuasion on a
particular topic. The topic of the paper can be of your choosing
– a particular advertisement campaign, political debate, health
care laws – BUT it must connect to class concepts. This is not a
paper where you voice your opinion; this paper is a strong
analysis of persuasion attempts and strategies.
Please note this paper is not easy. It will take time and thought.
PLEASE do not wait until last minute to complete this paper.
This is a 400-level course, which means that this class is
supposed to encompass your best work and display the
knowledge, expertise and competency you have gained in all of
your courses in terms of writing, analysis, ability to present
ideas, and cognitive ability.
***Rough Draft of the Paper Due on 3/7 – 4-5 pages (details
below)***
Parts of the Final Paper
The focus of your paper is to utilize your experience and
expertise in persuasion to examine persuasive strategies used
for a particular experience, issue or product, etc. Please include
the following in your paper:
Part 1: Introduction
a) Introduction to the paper

b) Identify the experience, issue, product etc. that you have
chosen to focus on and justify why it is an important area of
inquiry and warrants our time for analysis and consideration on
the persuasion strategies used. Include peer-review journal
articles and other references as citations to support your
introduction/rationale in this area of the paper.
Part 2: Persuasion Strategies Used
a) Identify and explain at least three most common
persuasive strategies used in this area. Include examples (at
least 3) of the strategies used. Include peer-review journal
articles and other references as citations to support this
area of the paper.
b) Explain the “WHY” of these persuasion strategies –why
should these persuasive strategies be used for this experience,
issue, or product? Reference back to the examples used to help
explain the “why.” Include peer-review journal articles and
other reference as citations to support this area of the
paper. Also:
1) In this discussion of the WHY, please include the pros and
cons of each persuasive strategy. Refer back to your examples
to help explain pros and cons. Also, explain and justify based
on research on the persuasive strategy that supports your pros
and cons. Include peer-review journal articles and other
reference as citations to support this area of the paper.
c) At the end of this part, state which persuasive strategy your
expertise considers most effective and/or appropriate for this
experience, issue, product, etc. Include peer-review journal
articles as citations to support your thoughts. Include peer-
review journal articles and other reference as citations to
support this area of the paper.

Part 3: Recommendations for Future Persuasive Strategy to Use
a) Provide another persuasive strategy that is not one previously
discussed, which you think could also hold possibilities in this
experience, issue, or product etc. Make sure to explain and
justify your selected strategy Include peer-review journal
articles and other reference as citations to support this area of
the paper.
Part 4: Conclusion to the Paper
a) Provide a summary of your paper to conclude the paper.
Format and Specific Requirements for Final Paper:
a) Each student will complete a paper. The work MUST be done
individually. Do not work together on this paper.
b) Remember to include appendices: Include a copy of all
materials that you used (advertisements, pamphlets, editorials,
etc.). In the case of online content, you must provide the links
(in proper APA format). Failure to meet this criteria and/or
failure to attach all of them to this paper will result in a loss of
points.
c) Paper must be 10-12 pages double-spaced, stapled, with 1
inch margins 12 point Times New Roman font (4-5 sentences on
a page does NOT count as a page) and follow APA style.
Include a title page, references and appendices. An abstract is
not needed. (Title page, references, and appendices do not count
towards page length.)
d) Submit a hard copy, stapled, AND submit the paper on
Blackboard.
e) References are needed! At least 10 peer-reviewed sources are
needed and should appear throughout the paper (not just one

part). Peer-review journal sources need to be dated from 2000 to
now. Additional references (e.g., books, websites, etc.) are
needed too. The textbook cannot count as a source – but each
chapter has references (peer-reviewed, etc.) that you can use as
sources.
f) Paper must be free of grammatical and spelling errors, as well
as format problems (weird spacing, smudges, unnecessary
bolding or italics, etc.)
g) Tips on using APA style can be found on Blackboard and the
Purdue University Online Writing Lab:
https://owl.english.purdue.edu/owl/resource/560/01/
***Failure to meet any of the requirements will result in point
reduction.***
***Rough Draft of the Paper Due on 3/7 – 4-5 pages***
Parts of the Rough Draft Paper
The focus of the rough draft is to help you begin the parts of the
paper and start finding references for the final paper.
Part 1: Introduction (1-2 pages)
a) Identify and explain what experience, issue, product, etc. that
you have selected to analyze the persuasion strategies used.
Include at least 1 peer-review journal article and include at least
1 non peer-review reference to justify your selection.
Part 2: Persuasion Strategies Used (2-3 pages)
a) Identify at least 1 of the most common strategies used in
persuasion for this experience, issue, product, etc. Includes 1-2
examples of this strategy being used (include

experience/issue/product information in the appendix). Include
at least 2 peer-review journal articles and include at least 1 non
peer-review reference to help define this persuasive strategy.
b) Include the “WHY” of this persuasion strategy, and include
the pros and cons of this strategy; include at least 2 peer review
journal articles and include at least 1 non peer-review reference
to help explain why this strategy may be used and any problems
or benefits of using it. You can refer back to your example(s) to
help explain the “why” as well.
Format and Specific Requirements:
a) Each student will complete a paper. The work MUST be done
individually. Do not work together on this paper.
b) Remember to include appendices: Include a copy of all
materials that you used (advertisements, pamphlets, editorials,
etc.) as examples. In the case of online content, you must
provide the links (in proper APA format).
c) Paper must be 4-5 pages double-spaced, stapled, with 1 inch
margins 12 point Times New Roman font (4-5 sentences on a
page does NOT count as a page) and follow APA style. A title
page and abstract are not needed for the rough draft. A
reference page and appendix are needed.
d) Submit a hard copy, stapled, AND submit on Blackboard.
e) References are needed!At least 5 peer-reviewed journal
sources are needed. Peer-review sources need to be dated from
2000 to now. At least 3 non peer-review references (e.g., books,
websites, etc.) should be within the paper, too. The textbook
cannot count as a source – but each chapter has references
(peer-reviewed, etc.) that you can use as sources.
f) Paper must be free of grammatical and spelling errors, as well

as format problems (weird spacing, smudges, unnecessary
bolding or italics, etc.)
g) Tips on using APA style can be found on Blackboard and at
the Purdue University Online Writing Lab:
https://owl.english.purdue.edu/owl/resource/560/01/
***Failure to meet any of the requirements will result in point
reduction.***
Skip to content
COM 470: Argumentation and Persuasion
Final Paper Rubric
Spring 2019, Volkman
Name:_________________________
COM 470: Final Paper
Significance of Issue/Topic/Experience
______/40
--Identifies and justifies well why this issue/topic/experience is
important to study for their persuasive strategies
--Uses peer-reviewed sources in explanation; other references
used as well
--Incorporates class content
Persuasive Analysis ______/80
--Identifies at least three most common persuasive strategies
used and identifies examples of each
--Justifies why these are the common persuasive strategies
--Includes pros and cons of these persuasive strategies
--Identifies the strategy that is most effective and/or appropriate

used as well
Possible Persuasive Strategies for Persuasion
_______/50
--Identifies and justifies the use of another persuasive
strategy/strategies for this issue/topic/experience
--Recommendation was not previously discussed
used as well
Page length/APA style/Grammar/Spelling/Reference
Page/Format _______/30
--10-12 pages in content (less than half a page does NOT count
as a page), excluding title page, references and appendix
[abstract not needed].
--follow APA style on formatting, in-text citations and
reference list
--Includes an Introduction and Conclusion
--free of grammatical and spelling errors
--at least 10 peer-reviewed citations from 2000 to now
--Additional non peer-reviewed citations used
--Appendix included
Total _______________/200

Running head: (This is in all uppercase letters and a max of 50
characters) 1
(This is in all uppercase letters and max 50 characters) 6
Title of Paper
Student Name
Bryant University
Title of Paper (no bold)
Include an introductory paragraph to the paper. Include a thesis
statement of what the paper will be covering.
Background and Significance of the (Insert Topic)
What is the (Insert Product/Issue/Etc.)?
Sub-heading. If you need to have a specific area under this
section to focus on, you use a sub-heading.
Sub-heading. Continue using sub-headings as needed.
Significance of (Insert Product/Issue/Etc.)
Sub-heading. If you need to have a specific area under this
section to focus on, you use a sub-heading.
Sub-heading. Continue using sub-headings as needed.
Evaluation of Persuasive Strategies
Include a few transition sentences to explain this next section of
the paper.
(Insert Name) Persuasive Strategy
A few sentences of the persuasive strategy you selected.
Sub-heading. Use sub-headings as needed.
Sub-heading.
Sub-heading.

Sub-heading.
Sub-heading.
Sub-heading.
Sub-heading.
Most Effective Persuasive Strategy
In this part, you are explaining which strategy you think was
most effective.
Sub-heading.
Sub-heading.
Recommendations for Future Persuasive Strategies
Include a few sentences about this section of the paper and your
recommendations.
Conclusion
Summarize the paper.
References (no bold)
APA style says that all references are in alphabetical order.
Appendix A
Title of the Picture, Video, Advertisement, Etc.
Insert material.
Appendix B
Title of the Picture, Video, Advertisement, Etc.
Insert material.

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