Nova Southeastern University

College of Humanities, Arts, and Social Sciences

Department of Writing and Communication
COMM 3600: Persuasion
Date Last Revised: 12/8/15 as
I. COURSE NUMBER AND TITLE: COMM 3600: Persuasion

Semester & Year: Winter 2016

Course Start and End Dates: 1/4/2016-4/25/2016
Course Prefix, Number & Title: COMM 3600: Persuasion
Course CRN & Section: 31210 / EV1
Meeting Days and Times: Monday 6:00-7:55 P.M.
Building & Room: EC 1048

II. INSTRUCTOR:

Name: Stephen Andon

E-mail: sandon@nova.edu
Twitter: @stephenandon
Phone Number: 954-262-8112
Office Location: Parker 143
Office hours: MWF 10-11am, M 3-5pm

III. COURSE DESCRIPTION:

Students will learn theories and strategies relevant to the study of public persuasion and social
influence. Topics will focus on the role of persuasion in public address, advertising, business,
politics, government, and social movements. Students will study the tools and techniques used
to understand audiences for the purposes of marketing communication messages.
Prerequisites: One COMM course and COMP 2000 or COMP 2020 or COMP 2000H.
IV. LEARNING OUTCOMES:
To complete this course successfully students must:
1. Explain the stages through which persuasion proceeds
2. Explain the role of persuasion in all aspects of public life including persuasive
campaigns and social movements
3. Apply theoretical concepts to practical issues such as those that occur in
business, politics, and government.
4. Analyze the effectiveness of public persuasive messages.

V. TEXTS AND MATERIALS:

Required Text
Persuasion: Theory and Applications
Author: Lillian L. Beeson
Publisher: Oxford University Press
Year: 2015 Edition: 1st
ISBN-13: 978-0-19-973235-7
Resonate: Present Visual Stories that Transform Audiences
Author: Nancy Duarte
Publisher: Wiley
Year: 2010
ISBN-13: 978-0470632017
Available as a free e-book
Access to Top Hat ($20), an online app that can be accessed via phone or tablet app (both iOS
and Android) or via laptop at https://tophat.com/. This technology will be used for in-class
discussion and quizzes.
- Course code:
- Password:
Supplemental readings will be made available on the course Blackboard site.
VI. COURSE REQUIREMENTS AND POLICIES:
Expectations
There are many rules outlined in this syllabus, many of which I hope we never have to
implement. But, as far as expectations are concerned, there are really only a few:
1.
2.
3.
4.

Come to class ready to participate

Read and engage with whatever reading assignment is given to you
Ask questions if you are confused by the readings, assignments, or study guides
Always do your own work.

Examinations
All students will complete a midterm and final examination.

Assignments
Students are expected to complete the presentation and paper assignments outlined below.
Further details and information will be discussed in class (see course schedule). Papers should
demonstrate that you possess upper-division writing skills. Your writing should also display your
thinking ability; the ability to understand theories, grasp complex concepts, discover
interrelationships, and generate your own insights. Naturally, you should double-spaced your
paper and proofread for grammatical and syntactical errors. You should pay proper homage to
published authors by citing their works whenever you refer to their words, ideas, or data. Your
paper should conform to A.P.A. guidelines and submitted to the course section of TurnItIn.com.
Papers submitted late will be docked 5% for each day late.
1. Written Assignments (roughly 1000-1200 words each)
a. Persuasion Theory Paper (based on a theory from chapters 2-5)
b. Persuasion Application Paper (based on an application from chapters 6-11)
2. Presentation Assignment (groups submitted via e-mail no later than January 19th)
a. Option 1: Partnered Persuasive Speech
In a group of 2 people, you will craft a persuasive presentation
regarding an appropriate subject approved by the instructor. The first
part of this assignment will require a paper a manuscript of the
presentation and the second part will require an in-class
presentation of between 15-20 minutes (audience Q&A will be part of
the presentation). Think of it as a persuasive speech on steroids. The
presentation should, specifically, incorporate presentation tactics and
techniques acquired via the Resonate textbook. Visual aids are
encouraged
b. Option 2: Group Persuasive Campaign
In a group of 3 people, you will design a persuasive campaign that
addresses a relevant concern for students at NSU and/or the general
south Florida populace. The first part of this assignment will require a
campaign paper and the second part will require an in-class
presentation of between 15-20 minutes. The presentation should,
specifically, incorporate presentation tactics and techniques acquired
via the Resonate textbook. Visual aids are encouraged
As it pertains to the presentation assignment, minor preliminary assignments may precede the
final as a means of preparing you and informing me of your progress.
Quizzes: I will give quizzes throughout the semester. Said quizzes will always be based on that
days reading assignment, and they will come typically at the very beginning of class. If you
arrive late and were already taking a quiz, you will not be permitted to take it. If you miss a quiz
there are no make-ups. I will drop your lowest quiz score in calculating your overall quiz score at
the end of term. These quizzes will be administered via our Top Hat class section which is
available via smartphone app, tablet app, laptop, and non-smartphones as well. For any
technical difficulties, please contact support@tophat.com.

Attendance
Regular attendance for this course is mandatory. Students will sign an attendance sheet at the
beginning of each class. Failure to do so will result in being marked absent for that day. More
than three (3) unexcused absences will result in the reduction of your final grade by at
least five (5) percentage points. However, excused absences such as those due to personal
emergencies (severe personal or family illness, personal or family tragedies, work-related
emergencies) must be documented within a week of the absence and must clearly state that the
emergency required that the student miss the course on the date and at the time of the
absence. A hard copy documenting the reason for missing class is required.
Participation
You should be prepared to ask and answer questions, provide thoughtful commentary, and
engage in meaningful discussions of the assigned readings by the due dates listed in the
syllabus.This will require that you do more than skim the reading material. A consistent pattern
of a lack of preparation to discuss assigned reading will result in a poor participation grade.
Punctuality
Lateness is disruptive to both the class and the instructor, and should be avoided as much as
possible. If there is a reason that you need to arrive late to class, make sure that you let me
know before class. A late arrival of more than 15 minutes without prior arrangement will be
documented. Two unexcused late arrivals equals one unexcused absence.
Deadlines
All assignments must be submitted by the due date, at the beginning of each class or when
asked for. Written assignments that are submitted after the due date are considered late.
Presentation assignments are due on the day they are assigned. All assignments must be
submitted to TurnItIn.com (and not via e-mail. A late assignment will result in a reduction of five
percentage points for that assignment for each day it is late. Each student is also responsible for
contacting me to pick up returned assignments and to review class announcements. It is the
students responsibility to obtain class notes from other students.
Use of Electronic Devices in Class
Class time is a scarce resource and engagement is essential for learning. Emerging research
(cited below) demonstrates that students that use laptops and smartphones for off-topic web
browsing degrade their own academic performance and that of their classmates. As such, I do
not allow uses of digital devices during lecture and discussion. There are three exceptions to
this policy:

At the beginning of class, you will be asked to use your phone, laptop, or tablet for quiz
taking via Top Hat (mobile application available for iOS and Android or at tophat.com).
Occasionally, I will ask you to use your phone, laptop, or tablet for specific in-class
activities.
You may use a laptop to take notes when out of your classmates field of vision, so as
not to distract them.

(Research from the journal Computers and Education:

http://news.yorku.ca/2013/03/13/multitasking-on-laptop-impedes-classroom-learning-york-ustudy-shows/)

Media Diet
There is so much content out there to occupy our brains, it is impossible to read, listen, or watch
everything. However, within the field of persuasion and communication, I try to make the
following sites/shows part of my daily media consumption (it doesnt always come to fruition,
mind you). I recommend you consider a list like this as well.

Advertising websites like AdAge.com and Adweek.com

Twitter
Aggregators like Mediamatters.org and mediaite.com
News sources like The New York Times, The Wall Street Journal, The Washington Post,
The Los Angeles Times
Magazine news sources like Wired and The Economist
Internet news organizations like The Atlantic and Slate
TED the home of TED Talks and the TED blog http://blog.ted.com/
Broadcast sources like NPR and Frontline
Popular entertainment shows such as Last Week with John Oliver and The Daily Show

VII. COURSE SCHEDULE AND TOPIC OUTLINE:

Class schedule subject to modification, but not without prior notification.

Chapters to Have
Read Prior to
Class Session

Date

Focus of Class Session

January 4

Introduction to course

January 11

Basic Approaches to Persuasion Today & Rhetorical

Scholars and Social Scientists

January 18

No Class MLK Day

January 25

Language

Chapter 4

February 1

Verbal and Nonverbal Messages

Chapter 5

February 8

Persuasion and Politics

Chapter 6

February 15

Law, Religion, and Art

Chapters 7-9, Paper #1 due

February 22

Exam I

Chapters 1-9, any

supplemental material

February 29

Spring Break

March 7

Presentation Assignment Workshop

March 14

Presentation Assignment Workshop

March 21

Presentation Assignment Workshop

Presentation Assignment
Abstract due

March 28

Persuasion and Advertising

Chapter 10, Resonate

Chapters 4-6

April 4

Persuasion and Public Relations

Chapter 11, Resonate

Chapters 7-9, Paper #2 due

Beeson Chapters 1-3

Discussion board post due

April 11

In-Class Presentations

Presentation paper due

April 18

In-Class Presentations

Presentation paper due

April 25

Exam II

Chapters 7-11, Resonate,

any supplemental
materials

VIII. GRADING CRITERIA:

Final Course Grade:
Your final grade is determined by your performance on a number of different tasks:
Quiz Average
Paper 1 - Theory
Midterm Exam
Paper 2 Application
Presentation Assignment
Final Exam

100 points
150 points
150 points
150 points
250 points
200 points

Total possible

1000 points

Grade Breakdown
Points
930 and above
900-929
870-899
830-869
800-829
770-799
730-769
700-729
670-699
630-669

Final Course Grade

A
AB+
B
BC+
C
CD+
D

IX: COLLEGE-WIDE POLICY STATEMENTS

Last Day to Withdraw: To withdraw from a course, it is not sufficient

simply to stop attending class or to inform the instructor of your
intention to withdraw. In accordance with college policy, contact your
academic advisor to begin the withdrawal process. The last day to
withdraw from this course may be viewed at
www.fcas.nova.edu/calendars.
Students must visit www.fcas.nova.edu/about/policies.cfm to access
additional required college-wide policies. It is your responsibility to access
and carefully read these policies to ensure you are fully informed. As a
student in this class, you are obligated to follow these college-wide policies
in addition to the policies established by your instructor.
The following policies are described on this website:
Academic Misconduct
Writing Across the Curriculum
Last Day to Withdraw
Email Policy
Student Course Evaluations
Student Responsibility to Register
Student Responsibility for Course Prerequisites
.