The communication knowledge that I used to create this message was the theories and appeals that I learned about in Persuasion. There were two primary theories that I utilized for the development of my campaign plan, which were the Elaboration Likelihood Model and McGuire’s Two Stage Model. McGuire’s Two Stage Model was used because of the method the theory provides. It combines values and motives of the audience to persuade them towards the message. Additionally, I used the Elaboration Likelihood Model because the theory is used for persuading the audience towards the likelihood of the message. The Elaboration Likelihood Model has two routes: the peripheral and central route. The peripheral route requires less processing and less attention from the audience which I used for the campaign in the form of the flyer I planned to give out. The central route requires more attention to be paid towards the message which I structured so that the actual board at the involvement fair to be the key that uses this route. The appeals that I used for this campaign plan was Packaging & Heuristics, Fear, Guilt and Getting Commitment. Packaging & Heuristics is the slogan that’s for the campaign. It’s meant for the audience to have something to walk away with in order to remember the message of the campaign. The heuristic that I created for the campaign was “When the words are getting mean, it’s time to intervene.” Also, I used the appeal of Fear, which means to have a scare tactic that persuades the person towards the message. I did this by stating in the campaign plan that “The fear appeal will be used on the board at the involvement fair and also at the event hosted by the ASAP board. The board will include information about the effects of cyberbullying which should put fear into the incoming freshman class because they would be afraid to not prevent cyberbullying to their peers.” Following, I went on to use the appeal Guilt, which is using a guilt tactic of having the audience feel guilty in order to persuade them towards the message. I did this by stating, “During the event, individuals who have been cyberbullied would give their personal stories about them being cyber bullied and how they wish they had other defend them to put an end to them being bullied online.” Lastly, I used the Getting Commitment appeal. This appeal is having the audience making a commitment for the campaign that will push them to be more likely in following the message. In the campaign plan, I said, “Lastly, getting commitment will come in the form of the pledge that students will sign at the involvement fair.”
I applied my knowledge through the actual campaign plan. As stated before, the message for the campaign plan was to inform Monmouth College’s campus about cyberbullying prevention and then to then end it on campus. Throughout the campaign plan, I explained the message more clearly and then adapted some of the theories that I learned in the persuasion course. I then went on to elaborate on the connection between those theories and the message of the campaign plan. For the actual campaign plan, I outlined how the theories that I learned in Persuasion are connected to the message formed for the campaign plan centered on cyberbullying. For example, I stated, “Another form of the peripheral route being put to use is seen in the flyers that will be used to attract the student body to come to the event hosted by ASAP. This flyer will be one that’s simple with information about the event along with information about cyberbullying. The message will be clear enough for the student body to understand it and be persuaded to go and attend the event.” Here, I discuss how the peripheral route would be used in the campaign. The peripheral route is a part of the Elaboration Likelihood Model theory, which is a form of persuasion. The peripheral route is the route of the model that requires less attention of the audience as well as requires little processing. Hence, I explained in my campaign plan will use the peripheral route by using a flyer. The flyer would have the message of the campaign on it and more information about the campaign. By stating that I was going to use a flyer in association with using a theory for my campaign plan, I effectively applied my knowledge to the area of the message. I also outlined in the campaign plan another theory that I used to prove how the message of my campaign plan is persuasive. I described how McGuire’s Two Stage Theory applied to the message of the campaign. For instance, I indicated that, “This campaign uses this theory throughout the messages that are presented with the campaign. For example, the board that will be at the involvement fair for the audience segment, the incoming freshman, the two steps that will be taken is the students comprehending the message of raising awareness about cyberbullying and them going along with wanting to take action about it.” This statement shows how the theory was going to be included into the campaign. It was going to be portrayed through the use of the board explaining the message of the campaign. I also go on to describe the value of the board and the steps that would follow after the incoming freshman would view the board. Those steps align with the steps that are a part of the McGuire’s Two Stage Theory. By stating, “the two steps that will be taken is the students comprehending the message of raising awareness about cyberbullying and them going along with wanting to take action about it,” I vividly show the two steps of the theory being adapted to the campaign’s message.