The reasoned action approach

Persuasion Theory (240 points)
Part I. Research Paper (100 points)
In this course, understanding theories of persuasion is an essential part of learning. We always use persuasion skills in interpersonal and group communications in modern society. On top of that, as professional communicators, we should learn fundamental knowledge of persuasive messages. Professionals apply persuasive strategies and tactics based on their advertising, public relations, and/or journalism theories. Therefore, we should thoroughly understand significant theories of persuasion. This assignment will focus on the following four theories, while there are more various persuasion theories. You will have a chance to pick one of the theories soon.
Elaboration Likelihood Model of Persuasion
The Heuristic Systematic Model of Persuasion
The Reasoned Action Approach
The first part of this theory assignment is writing about the theory. You can find basic knowledge of each theory in the textbook. In addition, I uploaded research papers that used the theories as theoretical frameworks in advertising and public relations. Please read the textbook and research papers thoroughly. Then, you will find an excellent example to show how the theory works in real life.
You should have the following elements in your draft:
• Explain the theory.
o You do research origin of the theory, premise, the model including independent and dependent variables, etc.
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• Summary research papers provided.
o You should write the summary in your own words. Also, focus on how the theory has been examined in the research.
• Provide at least one real-life example.
o You should search for an example to support the theory online and offline.
o The examples might be another research paper, advertising messages, persuasive messages in public relations campaigns, etc.
• List references in an appropriate way (APA, MLA, or other citation styles)
Instructions
• Create a new document using MS Word process program.
• Write your original idea in at least 700 words (double-spaced, 12-point Times or Times New Roman with one-inch margins) and save it as “yourlastname_Theory.docx” or “.doc.” • Submit your draft via Blackboard Learning. On the left side of the screen, you can find “Writing Essays.” Click the menu, and then you will find four different assignments. Upload your draft to the assignment “Writing Theory.”
• Submit your assignment by Midnight on Wednesday, February 9, 2022.
Format
• Write subject-verb sentences in the present voice. Sentences should be brief and precise. Mass communicators need to be able to write simply and adapt to different writing styles for different situations.
• New idea? Start a new paragraph. Start your paragraph with a topic sentence. • Impress me with your skills in grammar, spelling, and punctuation. You’ll lose points for scary errors and failing to answer all the questions completely.
• See the syllabus for the course policy on late papers.

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