Please identify and choose an example of promotional writing and analyse it critically according to selected rhetorical principles and persuasion theories. Assessment Criteria (Please refer to marking rubrics below) The assignment will be assessed according to the following criteria: • Critical ability to evaluate the promotional writing example • Application of relevant communication / advertising theories covered in lectures and readings • Written communication skills i.e. grammar, spelling, style, logical coherent argument • Information content of the answer i.e. avoid one word answers Instructions Find a written example of promotional writing in English (i.e. it can be a sales letter; a flyer, a leaflet; a brochure; an email broadcast; an advertisement; an annual report; a website/page, etc.) and analyze it by referring to the following questions: 1. What makes this an example of promotional writing? 2. What is the creative concept being adopted in this piece and how well is it being executed? Can you reconstruct the creative concept likely involved? 3. Which organization, service or person is this promotional writing example working for, and is it playing a role in the overall Integrated Marketing Communication process of the organization concerned? How? 4. Who are the intended audience of the piece? Can you identify their key characteristics – demographically and psychographically? What are their needs, interests, and concerns? Why would they be interested in this promotional message? 5. What motivational appeals (see Maslow’s hierarchy of needs) does this persuasive message use to raise awareness amongst its audiences and to sustain their interest? 6. What is/are the key promotional messages? What are the main points that the example is making and how are these being framed? 7. How well are the headline and body of the copy developed judged by length, conciseness and word choice? Which particular aspect of the writing you appreciate the most from this example? Do you have any suggestion on making them better? 8. How do the visual elements of your chosen piece help to supplement the text in communicating the message? Do the colors, typography and graphic elements adopted reflect a high standard in visual communications? 9. How does this piece rate in terms of overall style, clarity, tone, sentence length and structure, wordiness, use of jargon, puffery and stereotyping?
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