The Mico University College

Department of Language, Literacy, and Literature

LADS2102: Argumentative Discourse 1

Semester 2 - 2023/2024

Assessment Schedule

This course is assessed by 100% Coursework. There are three assignments. The details are
below:

Assessment 1: Advertisement and Critical Analysis

(Weight - 30%) Due Date: Week of March 4, 2024

Video recording of an advertisement with critical analysis

Guidelines
o Create an ORIGINAL advertisement that is approximately 3-5 minutes in length.

o Advertisements should be suitable for family viewing and an innovative product or service
should be advertised.

o Do not advertise the following products:

● Energy drinks

● Contraceptives

● Face creams

● Skin bleaching products

o Ensure that you include at least three advertising/persuasive techniques and at least two
appeals.

o NB. This advertisement should be executed in Standard Jamaican English.

o The final product should be videotaped and uploaded to the course page in the designated
area.

o Present a critical analysis that describes and rationalizes at least three persuasive/advertising
techniques and at least two appeals you have used in your advertisement (Ethos, Logos, and
Pathos)

o Both the advertisement and critical analysis should be uploaded as one video.

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o Be guided by the rubric that follows.

Rubric for Advertisement, Flyer, and Critical Analysis

A. Video Presentation (Total)........................................................................................30

Content....................................................................................................................................10
Product identification (visibility, appropriateness, authenticity)........................2
Product details: (product description, benefits, and warnings)...........................3
Audience awareness (relevance of appeal; appropriateness, credibility)............4
Originality...........................................................................................................1

Clarity......................................................................................................................................8
Layout and design...............................................................................................2
Pictorial quality...................................................................................................2
Voice quality: clarity, persuasiveness, intonation...............................................2
Body language and message................................................................................2

Advertising Techniques............................................................................................................5
Effectiveness (use of at least 2 techniques and 1 appeal) ..................................3
Creative use of techniques ..................................................................................2

C. Oral Explanation (Total)………………………………………………………..........7

Persuasive techniques (1 mark for explaining each of the 2 techniques)...................2
Persuasive appeals (1 mark for explaining each of the 2 appeals)…….....................2
Grammar.....................................................................................................................3

Total mark......................................................................................................................30

Assessment 2: Critical Review (Weight - 30%) Due Date: Week of April 15, 2024
11:59 p.m.

In groups of three, critically review the article assigned. Be sure to follow the guidelines below.

1. Include a cover page outlining the

● title of the assignment
● group members’ names and corresponding ID numbers
● name of the institution
● course title
● name of the lecturer
● date of submission

2. Provide an introduction that contains

● relevant background information on the focus topic
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 ● the gist of the article - writer’s purpose, position, and a summary of the main
ideas presented
● an overview of the appeals and techniques used (just list them; do not explain
them at this stage)

3. Critically review the following:

● rhetorical appeals used (two appeals)
● rhetorical techniques used (three techniques)
● weaknesses in the argument AND strategies for strengthening the argument

4. Write a position paragraph (250-300 words) outlining your collective stance on the
issue. Include two in-text citations. (Supporting facts/statistics etc. - in-text citations)

Mark Scheme

Area of Focus Mark Allotment

Knowledge of the Issue 3

Gist of the Article 3

Discussion of Rhetorical Appeals Used 5

Discussion of Rhetorical Techniques Used 5

Weaknesses in the Argument/Possible 6

Strategies for Strengthening the Argument

Position Paragraph 6

Language Use 6

Organization 3

Referencing 3

Total 40 Marks (BUT 30% Weighting)

Assessment 3: Reading Comprehension Test (Weight - 30%) Due Date: Week of

April 29, 2024

This will comprise 30 multiple-choice questions (based on the topics studied throughout the
course). ALL questions will be compulsory.

Online Contribution - 10%

You will earn this through the following:

● Class Attendance - 2
● Class Participation - 2
● Submission of Formative Assessments (online quizzes)/Forum Posts - 6