Lesson 1

Persuasive Techniques
Bandwagon Makes consumers want to do something
because everyone else is doing it.
Bait and Switch Consumers attracted by a promise or
incentive, usually to buy a more expensive
product.
Celebrity Spokesperson Uses a famous person to endorse the
product.
Testimonial A respected source speaks on behalf of the
product or service
Sense of Urgency Makes consumers feel as if they will miss out
on an opportunity if they do not act
immediately
Emotional Appeal Targets emotions, such as fear, love,
happiness, etc. These emotions are
transferred to the product.
Glittering Generalities Statements that appeal to common beliefs
or idealsfreedom, peace, wealth, success
often with no real evidence to support the
claims
Humor Makes audience laugh without necessarily
providing useful information about the
product
Individuality Targets the desire to be unique and stand
apart from the crowd. Often represents
product as original or cool.
Loaded Language Uses descriptive words that stir positive or
negative feelings.
Purr, snarl, & weasel words

Name Calling Attacks certain groups to discredit their

ideas
Plain Folk Shows ordinary people supporting a product
or idea
Consumers gain a sense of trust

Appendix 1.1
REAL ESTATE
MAGAZINE
Listing unique luxury homes across the United States
Home 1:

AN OFFER YOU JUST CANT REFUSE!

A haven conveniently situated only 30 miles away from New
York City, this historic property is located on the east bank of
the majestic Hudson River. The expansive estate is so large,
with so many rooms, that foot bridges connect one part to
another. The location is so awe inspiring that it draws over 5,000
visitors and tourists a month! Be the envy of all of your friends,
owning a piece of New York State history. This estate is known
throughout the country and world-wide. Some notable
celebrities and historic figures once called this unique setting
home. Living here, you will not need a job, all meals will be
served to you, and recreational activities are provided for your
leisure. A cant miss experience!
Home 2:

BE ONE IN A MILLION!
This historic property boasts a spectacular 33 rooms, with park-
like grounds. Though a fire burned it down soon after initial
construction, it has been rebuilt to be even more stunning than
the original structure! It is constantly being updated; as tenants
spend a few years here then tend to move out. Were looking for
a special kind of person-- dedicated and willing to take on the
challenge of living here. While the surrounding crime rates in
the neighborhood are some of the highest in country, you will be
protected by a highly trained security team provided for you!
Living in this home does require you to have proof of full time
employment. Luckily, you are guaranteed a job if you live here.
The position entails supervising multiple departments, reading
hundreds of pages of daily productivity reports, and essentially
being on-call 24/7you will begin immediately after moving in.
Many people are in fierce competition to live in this home, and
weve already had quite a few bids! Move fast or lose out on this
fantastic opportunity!
Home 1
Check one:
____ I want to live in this home.
____ I do not want to live in this home.

Why or why not? Support your answer with specific words and phrases from the text that helped you
make your decision.

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

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_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________
 Home 2
Check one:
____ I want to live in this home.
____ I do not want to live in this home.

Why or why not? Support your answer with specific words and phrases from the text that helped you
make your decision.

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

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Appendix 1.2
Name: _____________________________________ Date: _________________

Pick the Persuasive Technique

Directions: Match the persuasive technique to its definition or example by writing the letter in
Column A next to the answer in Column B.
Column A Column B

A. Name Calling ___ How will you feel when everyone

you know is wearing AirMaxx sneakers,
B. Glittering Generalities and you have your old, boring, tennis
shoes? Buy AirMaxx today!
C. Bandwagon
___ Ive been a dentist for over 20
D. Bait and Switch years, and the only toothpaste I would
recommend to my patients is Crest.
E. Humor
___ Uses descriptive words that stir
F. Loaded Language positive or negative feelings.
Purr, snarl, & weasel words
G. Individuality
___ Buy one Magic Cook Frying pan and
H. Emotional Appeal get a Magic Cook apron for free! Again,
thats a FREE Magic Cook Apron!
I. Testimonial
___ Statements that appeal to common
J. Sense of Urgency beliefs or idealsfreedom, peace,
wealth, success often with no real
K. Celebrity Spokesperson evidence to support the claims

L. Plain Folk ___ Im a mom of three kids, and I

wouldnt trust any other laundry
detergent to get out grass stains.

Appendix 1.3
Lesson 2
 Review Relay

Clue Answer

Makes audience laugh without

necessarily providing useful Humor
information about the product

Uses a famous person to endorse

the product.
A tip from Gatorade, the official Celebrity Spokesperson
sport drink of Peyton Manning and
the NFL.

Shows ordinary people supporting

a product or idea; Consumers gain
a sense of trust
Ive been a small business owner Plain Folk
for 25 years, and NetConnect
internet has helped me manage my
online presence.

Targets the desire to be unique

and stand apart from the crowd.
Often represents product as
original or cool.
Individuality
Youre not like everyone else, you
were born to stand out! March to
your own beat with new
CrystalBeatz headphones.

Uses descriptive words that stir

positive or negative feelings.
Purr, snarl, & weasel words
Protect yourself against the horrid Loaded Language
effects of disease! The flu virus
virtually cripples thousands every
year. Flu-eze helps eliminate the
wretched symptoms of the flu.
 Attacks certain groups to discredit
their ideas Name Calling
Tropical Breeze laundry detergent
beats the other weak, watery store
brands.

A respected source speaks on

behalf of the product or service
As a cardiac surgeon, I Testimonial
recommend Cheerios for a healthy
heart.

Makes consumers feel as if they

will miss out on an opportunity if Sense of urgency
they do not act immediately
Act now to receive 30% off your
next order!

Consumers attracted by a promise

Bait and Switch
or incentive, usually to buy a more
expensive product
Order 2 large pies for $14.99 each
and receive a FREE order of our
delicious chocolate chip cookies

Appendix 2.1
Appendix 2.2
 Advertisement Reading Guide

Advertisement #: _________
1. What is the first thing you notice about this ad? (What jumps out at you?)

2. On a separate piece of paper, assess your ad using the following chart as a guide. An
example is provided for you.

Persuasive Technique
Celebrity Spokesperson
Specific example from Ad
Powering Nascar
How does the ad use this
technique?
People would trust this fuel
more because Nascar
supports it. Fuel is important
to Nascar racers, so if they
support it, it must be good.

3. Who is the audience for this advertisement?

4. What is the purpose of this ad? (What is the author/company trying to get readers to do?)

5. Is the ad effective in achieving that purpose? Why or why not?

Appendix 2.3
Lesson 3
 How to Read Nonfiction

Before Reading:

Look at the title: What do you think the rest of the article will be about based on the
title?

Who is the author?: Do you know anything about him/her? Will the authors
background influence how he or she feels about the subject?

Pictures & Captions: Look at any pictures in the article and read the captions.

Titles/Headings: Read any titles or headings of sections to get a sense of what the article
will be about.

______________________________________________________________________________

During Reading:

Code your text using your nonfiction coding guide.

Be on the lookout for facts, opinions, and examples of possible bias.

o Are the authors claims supported by evidence?
o Do numbers and statistics seem reasonable? Are they estimated or exact?
o Who is the authors audience?
o Is the author using persuasive techniques?

Figure out any unfamiliar words.

Reread the article.

______________________________________________________________________________
After Reading:

What was the main idea of the article? How do you know?

What was the authors purpose? Did he/she achieve that purpose?

What other information would you like to know?

Appendix 3.1
Nonfiction Coding Guide
Symbol Meaning
I knew this!
IK
Thats surprising
!
I dont understand
?
I disagree
X
I agree

I want more information about this

+
This may be biased

// Main idea

I know background information about this

BKG New word

Opinion

NW
Fact

OP
F

Appendix 3.2
D.C.s trees are in the fight of their lives
By Robert E. Hunter, Published: February 28

More than a half-century ago, Rachel Carson published her famous book, Silent Spring, which
opened the eyes of a generation to the threat posed to birds and other creatures by the
indiscriminate use of pesticides.

Many don't realize that she did much of her research in the District, in Glover-Archbold Park, to
be precise. This is why Del. Eleanor Holmes Norton (D-D.C.) introduced a bill in Congress last
year to create the Rachel Carson Nature Trail from Canal Road to Van Ness Street. Much was
achieved because of Carsons diligence and furious defiance of the supposed scientific truth of
her day.

Today, however, the District has a new problem that, over time, could impose its own silent
spring. It is the destruction of much of the citys canopy by the spread of invasive species and,
hence, the slow erosion of the habitat of the fauna that Carson worked to protect.

Winter is a good time to see the damage. Almost everywhere you look, scraggly blankets of
invasive ivy crawl up trees, slowly strangling them; lower down, tangled heaps of non-native
weeds envelop and overwhelm less-resilient vegetation.

Do you doubt it? Drive, cycle or jog along the C&O Canal or Canal Road and see for yourself.
Mile after mile of landscape is blotted out by piles of scrub that have disfigured much of the
parkland. By Georgetown University, a hillside has been despoiled. Along MacArthur Boulevard
and in adjacent neighborhoods, stately old trees are being smothered. Too many of us who live
here remain indifferent to what is happening.

Groups of volunteers, from time to time, hack away at the intruders, but they fight a largely
losing battle. Their efforts are not enough, and the National Park Service, which has authority
over much of Washingtons parkland, is too strapped for cash to mount the kind of large,
sustained effort that would be necessary to turn the tide.

We must do more while there is still time. Cutting back and ripping out vines, and bagging
and disposing of them, are not rocket science. These tasks could provide meaningful
employment for young Washingtonians, especially if packaged with the kind of environmental
education that Carson championed. Businesses and civic organizations have taken responsibility
for cleaning up litter along stretches of many highways in our country; something like that can be
done in the District to save our tree cover. Clearly, it will take many hands contributing to efforts
such as these to restore our threatened spaces to the promise of a vibrant spring, summer and fall.

I am sure that, if she were still with us, Rachel Carson would be out there on the weekends
leading the way. Can we follow her example in her absence and honor her memory?

Appendix 3.3
DAILY NEWS
Worsening pothole problem is the product of nearly 20
years of roadwork neglect
Weather is clearly a factor, but this pothole tsunami has a much more significant cause

BY LUCIUS RICCIO / NEW YORK DAILY NEWS

WEDNESDAY, MARCH 5, 2014, 8:25 PM

DAVID HANDSCHUH/NY DAILY NEWS

New York City streets are riddled with tens of thousands of potholes, like this one on Pinehurst Ave. near W. 177th
St. in Washington Heights

Lucius Riccio is an engineering professor at Columbia University and is a

former commissioner of the NYC Department of Transportation.

The AAA of New York recently reported it had received 30%

more pothole complaints this winter compared to last year, but
New York City drivers and bus riders dont need to be told the
situation is clearly worse. With the melting of the snow and ice, it seems as though almost every
major city road and state arterial highway has been turned into the Ho Chi Minh Trail. The
amount, size and density of this years crop is record-breaking in every respect.

The city has already filled more than 100,000 potholes this year, an effort that is quite an
accomplishment. But what does that number really tell us? Is a bigger number better? Probably
not.

First, the critical thing is not how many get filled, its how many are left to be filled. Second, and
more importantly, why are there so many in the first place? Is the record number due solely to
the severe weather, or is there another, bigger reason?

Although weather clearly is an important factor, there is a much more significant cause of this
pothole tsunami New York Citys nearly 20 years of the underfunding of major road work. If
the city had done an adequate job of resurfacing streets, there would be tens of thousands fewer
potholes to dodge, even with all this bad weather.

The worse job you do of maintaining the roads, the more potholes you will have, even in good
weather years, and the more potholes there are to fill. In Japanese management terms, its not
how well you fill potholes, its about figuring out how not to have them in the first place.

A pothole is a failure. Its a sign the road was allowed to function past its useful life. And trying
to fix the road by filling its potholes is like trying to put a band-aid on open-heart surgery.
Filling potholes is not the right strategy. Preventing them is.

The way to keep roads from potholing is to resurface them with a new layer of asphalt every
few years. The way to minimize pothole creation is to maintain a proper replacement cycle of
road repair.

On average, engineers say a road should be resurfaced every 12 to 15 years, sooner (about eight
years) for major arteries where the traffic and loads are the heaviest and later (about 20) for
residential side roads.

Studies we did in the late 80s indicated the city needed to do between 1,000 and 1,200 lane
miles of roadwork per year just to break even. If you want the roads to get better, you have to do
more than that. If you do less than 1,000, the roads will gradually get worse.

You wont see it at first; you can get away with it for a few years, but then it catches up with
you. All of a sudden, you have more jolters than you can handle.

So why is this year so bad? A history lesson is instrumental.

During the fiscal crisis of the 70s, the city did very little road work. By 1980, the streets were a
mess. In the early 80s the city did about 600 lane-miles of work per year. But by the late 80s it
was up to almost 1,000. In 1990 and 1991 the city did 1,313 and 1,480 lane-miles respectively,
enough to see real improvements in the roads. Potholes didnt disappear, but there were far
fewer.

In the mid 90s the city cut back on road work significantly. By 1996 the number was down to
723. From 1996 to 2005, the city never reached the break-even minimum of 1,000, averaging
less than 800. Since then, the amount has increased to 1,000, but it has been too little, too late.

The potholes we have today and to a certain extent next year and the year after are already cast
in asphalt. Nearly 20 years of neglect cant be fixed in a year or two.
To correct the problem the city should commit to do at least 1,200 to 1,400 lane-miles of road
work each year for as far as can be projected. By not doing it, the city will have to pay for more
pothole crews and the public will pay for more car repairs.

Vice President Bidens recent, highly publicized speech was about more than just LaGuardia
Airport. His speech was about Americas under-investment in our critical infrastructure. What
good is it to spend $3 billion to upgrade LaGuardia Airport if you break your axle trying to get to
it?

Lucius Riccio is an engineering professor at Columbia University and is a former commissioner

of the NYC Department of Transportation.

Read more: http://www.nydailynews.com/opinion/city-isn-paying-pot-hole-job-article-

1.1706840#ixzz2v99iJJo2
Appendix 3.4
 Nonfiction Detective
Before Reading

1. What do you think the article will be about based on the title?
2. Who is the author? Do you know anything about him/her?
3. Do you think the authors background will influence his/her point of view on this
subject?

During Reading
Code the article using your Nonfiction Coding Guide as you read. Look up any unfamiliar
words you found, then reread the article.

After Reading

4. In your own words, what is the main idea of the article?

5. List three details from the text that support the main idea.
6. List two facts and two opinions found in the article.
7. Explain two examples of bias that you coded in the article.

8-10. Find 3 Persuasive Techniques used in the article and complete the chart below.
Technique Example from text

Appendix 3.5
Lesson 4
 Youve created a producta brilliant new idea that will
change lives.
Now you have to SELL IT.

Dear Teams,
We are representing the Transcontinental Board of Investors, wealthy businessmen
and women from across the country who seek talented inventors to work with. We
are looking to fund a company that will produce a successful and marketable
product. We are eager to hear your sales pitchesconvince us to invest in you.
The following packet is your application to appear on Myers Shark Tank.
Complete forms 1-3 in your teams. Complete task 4 on your own.
You will pitch your product to the board as a team after completing this
application. Good luck.
Sincerely,
The Sharks
 Board of Investor Application
Form 1: Cover Sheet

Inventor(s):

First Name Last Name

Title of Invention:

School Name:

______________________________________________________________________________

School Address:

______________________________________________________________________________

City: _______________________ State:________________ Zip:____________

 Board of Investor Application
Form 2: Description of Invention

Title of the invention:

Be creative. Think of a name that has not already
been used for something else.

People should get an idea of what your invention is

used for by reading the title.

What does the invention do?

Describe how the invention makes life easier.

What is the purpose of the invention? How does

it work?

What does the invention look like?

Describe the size and shape of the invention.

What is the invention made out of? Does it

need electricity? If not, what powers it?

Who will the invention help?

Think of the type of people that will use this
invention.
Will it be used in schools, homes, hospitals,
outer space, etc.?
 Board of Investor Application
Form 3: Drawings of Invention

Directions:
Create detailed drawings of your invention. You may attach separate sheets of paper for your drawings if
needed. Drawings may be in color or black and white. Include a front and side view of your invention.

Front View:

Side View:
 On Your Own

Directions: Write a persuasive advertisement for your product! This advertisement

should describe the product and make the reader want to purchase it.

Your ad should include the following:

The name of your product.
What the product does
Who the product will help
What the product looks like
At least 3 different persuasive techniques

Keep in mind:
o Your audience: Who is this product being sold to? Who will it help?
o Your purpose: You are trying to sell the product by convincing people to buy it.

Your advertisement may be typed or neatly written, and at least 1-2 pages long, in paragraph
form.

Be Creative! Include pictures and slogansmake your product stand out.

Lesson 5
 Oral Presentation Rubric
Below Expectations Approaching Meets Expectations Exceeds Expectations
Expectations
Ideas & Includes irrelevant Some relevant Most All information
Information information in information information in is relevant to
presentation included in presentation is purpose of
No relevant details presentation relevant assignment
or examples to Uses some Effectively uses Uses strong
support ideas details and details and details and
Demonstrates little examples to examples to examples to
understanding of support ideas support ideas support ideas
task Demonstrates Demonstrates Demonstrates
basic clear clear
understanding understanding of understanding of
of task task task
Organization Information not Information Information Information
clearly organized somewhat organized in a clearly
No logical organized coherent manner organized
sequence of Some evidence Presentation Presentation
presentation of sequence in follows logical follows clearly
presentation sequence defined
sequence
Presentation No awareness of Limited Demonstrates Demonstrates
/Voice audience or awareness of awareness of strong
purpose audience or audience and understanding of
Does not maintain purpose purpose audience and
eye contact with Maintains some Maintains eye purpose
audience eye contact with contact with Effective use of
Does not project audience audience- may eye contact
voice, mumbles, Does not make glance at notes Projects voice
or speak effective use of or materials Speech is well
incoherently voice/tonality occasionally paced
Appears Appears Voice is clear Appears
unprepared somewhat Appears confident and
prepared prepared prepared
Group Not all group Most group All members All members
Participation members members speak have a clear role have a clear role
participateonly in presentation in presentation
one or two speak Some group and speak for
members can Most members about the same
Most group answer of the groups can length of time
members cannot questions about answer questions All group
answer questions their role in posed by teacher members can
about presentation presentation and audience answer
regarding whole questions about
presentation the presentation
as a whole
 SHARK TANK
Group Presentations

Group:_____________________________________________________________

Product:____________________________________________________________

Persuasive Techniques:

Investment Decision: YES NO

______________________________________________________________________________

SHARK TANK
Group Presentations

Group:_____________________________________________________________

Product:____________________________________________________________

Persuasive Techniques:

Investment Decision: YES NO